MOTORS.co.uk has unveiled an innovative promotional tool which directs website visitors to recently reduced cars advertised by dealers.
The Motors.co.uk Reduced Car tool will point consumers to newly-available, price-dropped vehicles from every page on the Motors.co.uk website. The company says the tool will help connect car buyers with stock that dealers typically find difficult to move on.
The unique ‘reduced car’ navigation has been built to comply with legislation that requires a vehicle to be marketed at the original price for 28 days prior to being featured. It prompts cost-conscious consumers to search for the age, price band, make and model of their desired vehicle, along with other widely used smart search filters, in order to find themselves a bargain.
Launching this month, the tool will be heavily advertised across multiple media platforms and is supported by the multimillion pound ‘Carfuffle’ advertising campaign, featuring a strong call-to-action: ‘Find thousands of cars, some reduced by thousands of pounds, every day at Motors.co.uk’. The campaign also includes a newly-cut TV creative from 11 August and radio advert from August 18.
Managing director of Motors.co.uk, Andy Coulthurst, said: ‘We have long promoted cars that have been reduced in price for dealers on the Motors.co.uk homepage. However, we saw an opportunity to help our dealers tackle the problem of moving stubborn stock.
‘By raising the awareness of pricing reductions as they are applied, the Reduced Cars tool points consumers to great offers available across the site and further helps dealers connect with their local buyers. Dealers may reduce the price of their stock for a number of reasons, whether due to overstocking, ageing or decreased demand. Yet, for car shoppers, these ‘challenging’ reduced price cars can prove a real bargain.
‘We want to take advantage of the millions of views our TV adverts have generated by promoting reduced cars prominently on the Motors.co.uk site to help dealers refresh their forecourts and increase sales of ‘sticky’ cars. We are confident that savvy shoppers will be drawn to these vehicles, grabbing themselves a bargain and freeing-up dealership space for new stock to be displayed, thereby improving stock turn.”
The Motors.co.uk network generated a record number of leads for dealers in July thanks to a combination of new product features, a strong world cup TV campaign and an extension of the Motors.co.uk network to include the Carsite network.