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I'm working on an AIM Group article about this. I put some detailed questions to Google, most of which were ignored. It's a pilot test, so seems like they're keeping it close to the vest. But here's what Google told me:

"Last year, as part of our continued efforts to help connect businesses with potential customers, we began working with select car dealers and data providers in the U.S. to pilot new ways for dealerships to showcase their cars for sale directly on their Business Profiles in Search. We've heard from potential car buyers that surfacing this inventory information directly on Google helps them quickly explore and compare available cars, leading to more qualified leads for dealers.

Dealers and related businesses can fill out a partner interest form if they’d like to learn more about this opportunity. The car inventory information is powered by feeds shared directly from dealers or their data providers. Google is not charging a fee for this feature."