Vauxhall’s Network Q used car operation is being re-launched with a new website, warranty programme, primetime television ad campaign – and a focus on core brand vehicles.
For the last six months Vauxhall used vehicle sales, marketing and operations director Karl Howkins has been informing Network Q’s 360 retailers of the June launch, which comes after several years during which the brand “lost its way”.
Milestones to the revitalised Network Q – first launched in 1990 – will be a new £450,000 website, supported by a £500,000 search engine optimisation and keyword search backed marketing campaign and an enhanced warranty offer.
"The investment is designed to put Network Q at the top of search engine results.
“Twenty years ago Vauxhall was the first to launch a manufacturer-backed used car sales programme offering customers the new car buying experience: a hassle free purchase, excellent quality vehicles with a ‘piece of mind’ warranty.
“But we lost our way for a number of years. The re-launch of Network Q will put our dealers at the forefront of the used car buyer’s mind.”
Volumes of cars sold through Network Q have fallen in recent years: last year the total registered was 117,000 whereas around three years ago the total was around 180,000.
Howkins also signalled a focus on selling Vauxhall used cars.
"Our determination is to become the place to buy used Vauxhalls. Volumes of non-Vauxhall cars are likely to be no more than around 7%," he said.
The new website will feature up to nine images per vehicle and a 360-degree external and interior tour of the car. Users will also be able to select up to eight cars to compare and searches will be driven by postcodes to ensure customers are guided towards their nearest Network Q dealer.
Supporting the sales is a new warranty package which has been improved from five years/60,000 miles to 10 years/100,000 miles and will sell from a “competitive” £150 up to more than £200.
An advertisement campaign with the strapline ‘Network Q is the best place for a used Vauxhall’ will run on ITV from the middle of May.
Regional dealer training events will take place the same month on the core elements of the revitalised Network Q.
> More on the Network Q relaunch in the March edition of AM.