The RAC is investing in a new 'drivetime' radio advertising campaign to raise awareness of the RAC Cars website www.raccars.co.uk and to drive traffic to its UK network of approved and franchised dealers.
The new radio ads will launch tomorrow in spots on Global radio’s network of stations including Heart, Capital, talkSPORT, LBC and Real.
The 30-second ads will target potential car buyers ahead of the weekend with an emphasis on male audiences and sports fans.
They will highlight features of RAC Cars which offers buyers quality cars from selected dealers only, a car history check, multi-point vehicle inspection, a minimum of one month warranty and six months’ free RAC Roadside breakdown cover.
The website features more than 90,000 vehicles from over 1,000 dealers including main dealer franchises, RAC’s own network of approved dealers and selected independents. The site does not feature private sales, traders or non-approved independents.
RAC Cars launched in May in response to calls from RAC members for greater reassurance when looking to buy a used car. In a survey* of over 1,000 motorists the RAC found that three out of four people fear being ripped off on the forecourt and sold a ‘lemon’.
The top consumer concerns in the RAC Cars survey were:
• 73% fear being sold a ‘lemon’ – a dodgy vehicle with pre-existing problems
• 41% say they are concerned about buying a vehicle without a warranty
• 37% worry that the car they have bought may be ‘clocked’
Instead used car buyers most want to have:
1. A full service history – 30%
2. A full MoT and service to reassure them – 28%
3. A warranty in case something goes wrong – 23%
RAC Cars chairman Rupert Keane said: “Our drivetime radio campaign will target potential customers in their driving seats with the message that RAC Cars will help take the uncertainty out of buying a used vehicle because of the quality of dealers we represent and the package we wrap around the car.
* Research carried out by One Poll with 1,000 UK drivers on April 26.