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My exp/gut tells me desktop = more dedicated searching (brain is focused on collecting data) including jumping from car to car, brand to brand.  Mobile = researching what you already saw on desktop and less focused on data collection more focused on validation.  Validation to me means engaging in content to confirm the current best vehicle(s) in consideration.  The process repeats from data collection to validation until a tipping point or trigger.

IMHO I don't think I would place a strategy on mobile vs desktop.  I always try to find value.  What is under priced relative to it's value for me and the dealership's strengths.  Lately I have been having the conversation below with ad agencies and large groups. 

To me the under valued market right now is leveraging the dealership's customer data in Google customer match, Facebook's custom audiences and programmatic.  This is due to the barrier of entry in terms of awareness and technology gap.

Simple logic: If it's hard for my competition to do it they won't because they are lazy.  If I am smart and work harder I will do the things they won't and win because of it.  They won't do what I did until the pain of not doing it hurts more than doing what I did.  By then I am on to the next thing...