Sun Motors and Sunday Times Driving team up with Motors.co.uk

By Tim Rose
|
3 December 2014

Motors.co.uk and News UK, owners of Sun Motors and Sunday Times Driving, are joining forces to create a joint classified and display advertising network.

The companies said the partnership will combine their collective reach of UK car buyers, with Motors.co.uk adding Sun Motors and Sunday Times Driving classified websites to its network, which already includes Parkers, HonestJohn, Carsite, Desperate Seller and Autovillage.

Motors.co.uk revealed earlier this year plans to grow its share of the car classifieds market, currently dominated by Auto Trader.

Motors.co.uk will be responsible for dealer classified advertising to its network, and in return, News UK will have the ability to sell Motors.co.uk as part of its display network, creating targeted digital and print advertising that extends across their portfolio, including parent products: The Sun, The Times and The Sunday Times.

Motors.co.uk, part of Manheim, will incorporate its 'smart search' classified platform on Sun Motors and Sunday Times Driving, enabling car buyers to explore options by lifestyle need or more directly on a make and model basis.

Sun Motors, launched in early 2014, and Sunday Times Driving, launched in 2012, will continue to produce its breadth of motoring news, roadtests and consumer advice from motoring journalists like Jeremy Clarkson and Giles Smith.

Andy Coulthurst, managing director of Motors.co.uk, said: “The addition of these powerful brands to our network provides Motors.co.uk dealers with access to an even wider selection of automotive classified sites via a single commercial relationship.

"We know that consumers research multiple sites in their car search. The Motors.co.uk Network seeks to give visibility throughout the process.

“Outside of our classified partnership, we are also working closely with News UK to build a unique new car advertising network, providing smart search technology for new car shoppers to allow car manufacturers to present their brand to in-market car buyers all over the UK.”

Jim Murray Jones, general manager of Sun Motors and Sunday Times Driving, added: “This is great news for the loyal readers of our world-famous brands. They will now have access to an even greater range of vehicles to choose from while still being able to rely on the trusted advice of our expert motoring journalists to ensure they get value for their money in a complicated market.

"We are excited to join forces with Motors.co.uk and this partnership has the potential for us to develop further innovations to ease our customers through the purchase process, from early brand awareness to their final purchase”

Author: Tim Rose

Editor

tim.rose@bauermedia.co.uk

01733468266

As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.

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craig.cap - 03/12/2014 14:25

Autotrader must be worried now. With the loss of CAP data and now this, their choke-hold on the UK's car market is looseing
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- really... - 03/12/2014 15:37
  
  @craig.cap - why would AT be worried?? sun motors and driving.co.uk were clearly never going to take off with the likes of motors.co.uk and AT throwing over a million each on marketing this year alone. AT losing CAP, i dont really get the worry point? They have Glass that provide the same data. Could you explain that point?
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- craig.cap - 03/12/2014 15:43
  
  @really... - They had the entire market for car adverts pretty much all to themselves for a long long time. Now the combined force of News UK (News Corp UK & Ireland Limited) which is a global business and has deep pockets (so they can invest) and Motors.co.uk means that the once monopolised market now may have some serious competition. Dealers always moan about how frustrated they are with AT and yet there is no-one (yet) who can offer them the same coverage of the UK market - maybe there will be now. I think this is good for customers and dealers alike
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- really... - 04/12/2014 17:34
  
  @craig.cap - I see what your saying and yes News UK have deep pockets, they had deep pockets when they started sunmotors.co.uk and driving.co.uk they also had capture of most of the franchised dealer market through the partnership with G-Forces but it still didnt work. Daily Mail Group (previous owners of motors.co.uk) also had deep pockets but couldnt crack the hold AT had on the market. You ask the average Joe on the street and they wont have even heard of motors.co.uk and dont you find it a little concerning that Motors.co.uk aim is to be number 2? Surely this says to anyone that they dont have the focus to be number one, why would you aim for second best?
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- craig.cap - 05/12/2014 10:15
  
  @really... - Valid point. What's your opinion on AT and their strangle hold on the UK's used car market? Do you think it's good / bad? What about the dealers that are forced to pay thousands of pounds per month just to survive? Do you think that's fair or not? I'd like to know your views
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- Really... - 05/12/2014 19:00
  
  @craig.cap - AT have done well with their dominance. They spend fortunes on attracting visitors to their site to showcase a lot of dealers cars. The average dealer profit is a minimum of £500, if they shift the car quickly, so saying they are 'forced to pay thousands of pounds' to survive is not really right. Spend 2k, sell 4 cars without any add ons to break even. It's all about ROI and if they're not getting that they should be looking at alternatives. Advertising costs and a couple of grand is not that much a month when you are selling cars. They could spend this on their own site to increase their own local brand but many won't and blame their advertising partners (motors.co.uk included) when they don't get people through the door
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Auto Expert - 03/12/2014 20:54

This partnership is a classic example of 3 businesses blowing their brains out and gaining little traction whatsoever, These partnerships historically don't work and believe me Google and AT will continue to take the lions share of dealer spend ! It's about product and neither of the 3 businesses have a compelling or different product to add value for dealers.
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