The car comparison tool gives users an unbiased overview of cars available on the market and allows them to customise their search according to key specifications. These include: CO2 emissions, fuel consumption, horsepower, acceleration and price. ‘We know that different customers want different cars,’ said Nancy Storp, head of Marketing and Business Development. ‘With our car comparison tool, they can find the car that meets their needs exactly,’ she added.

The data used for the tool is provided by the automotive business intelligence firm EurotaxSchwacke. This guarantees diversity and neutrality. ‘It's not only fun but also practical because Alphabet's car comparison tool lets you estimate the costs of different automobile brands and models. Also, by using the data of many different cars, Alphabet can highlight its multi-make strategy,’ she continued.

The tool is easy to use. It was optimised for tablets like the Apple iPad but can be used just as well on any laptop or desktop. Thanks to precise sliders and drop-down menus, users can choose their ideal vehicle according to the criteria mentioned above. In addition, they can look for specific brands and models. The selected cars' data is clearly displayed on panels for easy comparison. These panels can then be shared on several social media platforms in order to keep friends and family up-to-date.