What Car? New Car Buying wins coveted IT Innovation of the Year accolade at 2020 Motor Trader Awards

What Car?’s New Car Buying service has won the IT Innovation of the Year at the Motor Trader Awards

● Prestigious award voted for by panel of industry experts

● Motor Trader editor hails “comprehensive end-to-end solution”

● To find out more, visit: www.whatcar.com/new-car-deals

What Car?’s New Car Buying service, which links its in-market audience to retailers, has won the IT Innovation of the Year at the Motor Trader Awards, scooping the coveted award for the relentless development of its online new car buying marketplace.

The New Car Buying service was launched in 2017 and has evolved rapidly in the following years, with more than 600 dealers now paying a monthly subscription fee to receive in-market leads from What Car?’s audience.

Technical features on the platform, include an online chat between the dealer and customer, an automated response function to help prospect leads quickly and efficiently and an in-stock car feature, allowing dealers to put their cars in front of What Car?’s audience.

Motor Trader editor John Kirwan headed the panel of judges, saying: “What Car? has been researching car prices for 40 years, publishing Target Prices for car buyers, which are mystery shopped daily. The New Car Buying service builds on this, allowing franchise dealers to automatically match or beat the Target Price for each buyer enquiry. It gives the dealer the choice. It is a comprehensive end-to-end solution.”

Talking about the victory, Chris Martin, Head of Product for What Car?, said: “It is wonderful to see our teams’ efforts recognised by Motor Trader. We have worked tirelessly to create a product that both delivers sales results and which is easy to use, working with the industry with open minds in order to ensure that we always add value to their endeavours.

“The hard work continued even throughout the peak of lockdown, and it was especially pleasing to see our leads volumes hitting new records when dealers were able to re-open their doors. Despite the difficulties of the year, we are now in a better place than ever with our New Car Buying product and set to hit the ground running in 2021.”

Retailers including Ford Retail, JCT 600, Pendragon, Robins & Day, Snows, Vertu Motors, Vindis and Waylands Automotive are currently using What Car?’s New Car Buying lead generation service.

For more information on New Car Buying contact Kate Hannam on kate.hannam@haymarket.com or 07901 946044.