AM Online launches car ownership management initiative

From today dealers are being offered access to a new digital consumer and trade initiative that lets motorists manage every aspect of car ownership in one secure place, with a focus on servicing and repair work.

Called Motoriety (, the benefit to dealers will be through links with drivers' 'home garage'. A motorist sets up their vehicle's profile on the site - their 'AUTObiography' - using a registration number look-up to pull in vehicle details and can then select the dealer they want to do business with.

The dealer is then able to communicate directly with the motorist on service scheduling, discount offers and customer incentives, managing the SMR requirements on behalf of the customer. The site will also alert car owners on the mandatory SMR requirements of their car, including tax and insurance.

Any work they carry out has to be digitally verified, creating an accurate record of the vehicle servicing - a truely 'full service history'. This digital record can then be shared with subsequent vehicle owners.

Motoriety has partnered with the Institute of the Motor Industry to promote dealers on its 'professional register'.

The motorist is also required to provide a review of the dealer which is then shared on and can picked up by the dealer and included on their social media pages.

The founders of Motoriety are Lucy Burnford, a director of markting agency Lucid and Olli Astley, who has 20 years experience in the digital and automotive sectors, including the Society of Motor Manufacturers and Trader, and Daimler Chrysler.

Burnford said: "We have thousands of dealers and garages ready to opt into Motoriety, giving them access to motorists in their area.

"Dealers will be able to receive leads on motorists with specific servicing and maintenance requirements, communicate directly with the customer base, and receive mandatory and valuable feedback from motorists and market directly to them."

Mandatory feedback from motorist will lead, Burnford expects, Motoriety to become the TripAdvisor of car ownership witsh dealer reviews shared between users.

"Consumers rely on peer-to-peer recommendations and customer reviews when making all purchase decisions. Every Motoriety review will be 100% genuine and traceable to a real customer.

"Forward thinking businesses will recognise this as an opportunity to communicate directly with customers, be aware of their feedback and manage their reputation by reacting promptly if there are any issues," she said.

The site launches to the trade on November 25 and to consumers on December 2.

Critical mass for the site will be 100,000 consumer members, which Motoriety's founders hope to achieve in 2014.

Motoriety is free to motorists. The service is free to dealers for the first six months. Then they will pay a "three figure sum" for annual membership or pay per lead.

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