Sunday Times Driving will be moving to a cost-per lead advertising model for dealers from June 3.
Dealers that sign up to the online used car classifieds site will be allowed to upload stock onto driving.co.uk with no upfront costs, permitting dealers to only pay for qualifying telephone and email leads from potential buyers.
Since launching in October 2012, Sunday Times Driving has adjusted its strategy from being premium focussed on cars priced over £14,000 to reducing the entry price to £10,000 and then down to all brands and models at £1,000.
Driving.co.uk said the decision had been made to take this pay-on-performance approach to give dealers greater accountability on advertising success.
The package will sit alongside Driving’s existing cost-per-car listing package, which will let dealers choose how they want to advertise on driving.co.uk.
Sunday Times Driving will therefore be offering their dealer customers the flexibility to either list their choice of stock at a cost of £1 per car per month, or switch to the new option of listing stock with no initial cost and paying £15 per subsequent lead (a price which has been set following “considerable quantitative discussions with key dealers”).
Sunday Times Driving general manager, Jim Murray-Jones said the new sales package will enable dealers to harness a “low risk, pay-on-performance” strategy with their used car marketing.