What Car? extends free access to New Car Buying platform until September
What Car? extends free subscription to New Car Buying lead-generation platform
● Free access to all leads available for all car retailers and OEMs
● Continuation of support for the industry amid difficult trading conditions
● “A thriving marketplace means a thriving industry,” says Prasher
● New and existing users have been given free access to What Car?’s New Car Buying lead management service since April
● No contractual tie-in after September for any new users. To find out more about New Car Buying, visit: www.whatcar.com/new-car-deals
With just over a week to go before car showrooms are expected to reopen, What Car? has extended free access to its online New Car Buying platform and lead management service until the end of September in its continued effort to help the industry recover from the slump caused by the Covid-19 pandemic.
Since April, What Car? has offered existing and new users free use of its New Car Buying platform, giving franchised dealers and manufacturers across the UK access to its in-market audience of new car prospects. More than a third intend to buy within four weeks according to What Car?’s latest consumer insights.
With retailers set to reopen on June 1, more than 750 dealerships have signed up to the offer, with a further 250 in the pipeline. Current users include Ford Retail, JCT 600, Hendy Group, Marshall Motor Group, Snows, Vertu Motors, Vindis and Waylands Automotive. The offer is open to all retail and OEM operations in the UK, with no tie-in period for new users.
Rachael Prasher, Managing Director of Haymarket Automotive, said: “Leads will be the lifeblood of a recovering industry and a thriving marketplace means a thriving car industry. Whatever the shape of the return is in the coming months, we understand that our business will only bounce back if the automotive industry does the same; giving free access to our new car enquiries is one way in which we can help.
“Our market intelligence suggests that more than a third of in-market buyers intend to buy within four weeks, with many significantly advanced in their research. Already in the past few weeks we have seen a significant spike in users of New Car Buying, taking enquiries back to the levels of early March.”
However, Prasher did offer one cautionary word of advice to dealers looking to sign up, urging them to be on the front foot in delivering fast, informed responses to enquiries. What Car? polling suggests 33% of prospective new car buyers do not want to wait more than four weeks to receive their new car, while 68% want to buy in person from a dealer, but respecting social distancing measures.
“The first wave of customers are likely to be the most qualified and ready to buy that the industry has seen in a generation,” said Prasher. “They are going to be impatient too. How they are managed from the first call is going to be more critical than ever to turning interest into sales.”