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Lack of used facilities lets down stylish site

The Berkshire-based leisure group Gowrings plc runs a number of Burger King outlets besides Ford dealerships in Wokingham, Newbury and Bracknell. Its motor retail website is friendly and easy to navigate.

The homepage is stylishly designed with sensibly spaced icons that are labelled to minimise confusion.

The animation flashes latest deals on the Ford Fiesta range to encourage users to investigate other vehicle prices. It looks fun, and loads quickly. In the new car section, a bold icon appears beside each model in the Ford range. Select a model and the page that loads up clearly displays the basic features of the car. Site users can also request a brochure and book a test drive. A section of the page also gives hotline sales numbers for each dealership.

However, the used car section is almost empty. There is no used car stock locator or other facilities like a valuation or part-exchange service.

The rest of the site's content is filed away under the icon 'other areas' and contains links to Gowrings accident repair centres, the main Ford website and an e-mail contact facility.

While the design of this site is well executed, it is let down by a lack of content.

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