AM Online announces expansion plans

A used car remarketing website, that has united some of the largest franchised dealer groups, has announced it plans to significantly increase membership this year on the anniversary of its formation in 2011.

Conceived by Ken Savage, Perrys Motor Sales’ chairman and Lookers’ chief executive Peter Jones,, together with Robert Forrester, chief executive of Vertu Motors, was launched to promote members’ used car stock to the public via a website.

To date, the business has 35 members, managing about 800 dealerships, with an average stock on the site of 26,500 units.

At a press event to mark the anniversary Forrester and Savage said the optimum stock level was around 60-70,000 units – a target hoped to be achieved in the next 12 months.

Fuelling the growth is the confidence that the management team, which also includes Neil Addley and Andrew Dyson, formerly executives, have in signing up six new franchised dealers, which will push up stock levels.

In return for access to stock and a commitment to ‘10 points of difference’ or customer service standards – with dealers paying £1.05 per car per week – works to provide cost-effective enquiry levels through cost per click, paid for search on Google.

The business founders claim the website has become the second biggest lead provider to members, after Auto Trader.

Savage said: “This is not just another remarketing portal. It’s an efficient and dynamic demonstration of franchised dealers working together, in greater control of their own destiny and bringing their unique offering to consumers that benefits both parties.”

The founding members each paid £10,000 in ‘seed funding’ to get the portal running, but new, associate members do not have to pay a joining fee, just the cost to display a vehicle.

Profits in the business are used to enhance the online profile of the website and dealer leads. receives 325,000 visits per month; the site generates more than 7,000 calls and 900 emails per month. The average cost per enquiry is below £20.

Member dealers include Johnsons, Arnold Clark, Hartwell, Ridgeway, Phoenix, Allen Ford, Hendy, Swansway and Marshalls.

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