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AM poll results: Will News International’s classified cars website be able to challenge Auto Trader’s dominance?

UK media giant News International is launching a classified advertising website aimed squarely at the higher disposable income middle classes next month.

News International hopes to tap into the 11 million weekly readership base of its The Times and The Sunday Times newspapers and websites by offering what it describes as a premium search experience for car buyers.

Its Driving.co.uk website will be a portal for franchised dealers to market their stock priced above £14,000.

AM posted a poll to gain views from the industry on the newcomer to the online classifieds market.

Will News International’s classified cars website be able to challenge Auto Trader’s dominance?

NO

69.1%

YES

30.9%

Comments from the poll:

NO

News International would have to invest a considerably large amount in advertising for a sustained period to challenge Auto Trader’s dominance.

Auto Trader is too well established to be properly challenged.

News International’s standing with the public has been tarnished by phone hacking – will it recover?

Auto Trader has too much choice and has been in the industry too long.

Seeing as News
International is going after the “premium stock”, I don’t think it would.

Although News International has a targeted approach, this can only take away marginal market share from Auto Trader – not enough to put it in the lead.

Auto Trader is too much of a name people know.
Niche market, I am guessing high advertising rates for a luxury brand of advertising.

Big company with a chance, but will take years to alter consumer habits.

YES

It’s unhealthy for one organisation to totally dominate any marketplace.

Dealers need the confidence to seek alternative channels and providers.

If News International can get the strategy and pricing right, as well as be willing to listen to dealers, it will provide a challenge.

Nice to have a new option in the market.

Auto Trader needs some healthy competition to control dealer charges.

News International has a large brand name and big publishing background – but it depends on price offered and stock on the website.



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