A rival to Auto Trader has adjusted its threshold for advertised cars in order to capture a slightly larger slice of the market.
Sunday Times Driving was launched in October with a £14,000 threshold for used cars advertised to its premium audience.
Owner News International wants it to be a website allowing franchised dealers to market their cars to its middle-class audience, which includes readers of the Sunday Times and The Times.
However, while its free dealer trial period continues, now it has lowered that threshold to just below £10,000 to offer a broader range of cars, attract more consumers and deliver more leads to advertising dealers.
Market leader Auto Trader countered the launch of Sunday Times Driving with a national TV, online and print marketing campaign which boosted its market share to 49%, and uncapped the quantity of stock dealers could advertise during the campaign.
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
ICEAGE - 18/12/2012 16:30
What a stupid business strategy..... must have been arrived at by committee