In a move designed to combine their collective reach of UK car buyers, Motors.co.uk will increase exposure for its advertising dealers by adding Sun Motors and Sunday Times Driving classified sites to its network.
The partnership will boost overall stock volumes and create new ways for advertisers to target car buying audiences.
Motors.co.uk will be responsible for dealer classified advertising, adding both of News UK’s sites to their existing network of properties, which includes Parkers, HonestJohn, Carsite, Autovillage, Desperate Seller, Drive24 and Carvillage, from a total of more than 300 classified sites.
In return, News UK will have the ability to sell Motors.co.uk as part of its display network, creating targeted digital and print advertising that extends across their portfolio, including parent products The Sun, The Times and The Sunday Times.
Both companies will also work together to build a unique new car advertising network, combining Motor’s smart search technology to provide shoppers with new and used-car purchase options.
Motors.co.uk, part of Manheim, confirmed that it will incorporate its smart search classified platform on Sun Motors and Sunday Times Driving, enabling car buyers to explore options by lifestyle need or more directly on a make and model basis.
Sun Motors and Sunday Times Driving will continue to produce its breadth of motoring news, road tests and consumer advice from renowned motoring journalists like Jeremy Clarkson and Giles Smith.
Sunday Times Driving, which launched in 2012, and Sun Motors, unveiled in early 2014, have quickly built strong levels of traffic, benefiting from cross promotion across News UK’s packed stable of media titles and a platform powered by GForces’ NetDirector.
SunMotors has been praised by dealers, and it was named used-car product of the year at this week’s Car Dealer Used Car Awards in London.
Andy Coulthurst, the managing director of Motors.co.uk, said: ‘The addition of these powerful brands to our network provides Motors.co.uk dealers with access to an even wider selection of automotive classified sites via a single commercial relationship.
‘We know consumers research multiple sites in their car search. The Motors.co.uk network seeks to give visibility throughout the process.
‘Outside of our classified partnership, we are also working closely with News UK to build a unique new car advertising network, providing smart search technology for new car shoppers to allow car manufacturers to present their brand to in-market car buyers all over the UK.’
Jim Murray Jones, general manager of Sun Motors and Sunday Times Driving, added: ‘This is great news for the loyal readers of our world-famous brands. They will now have access to an even greater range of vehicles to choose from while still being able to rely on the trusted advice of our expert motoring journalists to ensure they get value for their money in a complicated market.
‘We are excited to join forces with Motors.co.uk and this partnership has the potential for us to develop further innovations to ease our customers through the purchase process, from early brand awareness to their final purchase.’