The Autorama Group hopes to deliver the "Amazon of cars" with the launch of Motorama, an online offering to follow in the tyre tracks of its Vanarama commercial vehicle offering.
A £2 million marketing push will accompany the launch of the new offering, which promises consumers the opportunity to select a car and complete an online application online “within minutes”, before receiving their new vehicle by free delivery to their home or workplace.
The positioning of a ‘car vending machine’ at London’s Waterloo station will be the first marketing action of the Motorama.com business this month.
The business is also set to debut a brand-new TV advertising campaign that encourages people to STOP buying and START leasing.
A spokesman for Motorama said that the new venture would aim to become "the Amazon of cars, with an ambition to make getting a car like getting a mobile phone", adding that the business is "looking to blow any competition out of the water with an impressive £2 million advertisement spend and cheaper deals than new startups who have emerged with similar models".
Among the new cars being offered via the platform are:
Range Rover Evoque from £334.99 a month
BMW 3 Series from £278.88 a month
Jaguar XE from £289.93 a month
Volkswagen Golf from £255 a month
Andy Alderson, the chief executive of The Autorama Group, said: “We believe that everyone should be able to drive the car they want – and leasing makes it possible.
“We’re setting out to fundamentally change the way people think about how they can drive a new car, and, once they see how we’re disrupting the traditional car-buying experience and committing to putting them and their needs first, we’re pretty sure they’ll never want to buy a car again.”
Motorama customers can choose from a range of over 9,000 cars from an array of brands, including: Aston Martin, Audi, Bentley, BMW, Citroen, Fiat, Ford, Honda, Hyundai, jaguar, Jeep, Land Rover, Mercedes-Benz, Mini, Nissan, Peugeot, Porsche, Renault, Seat, Skoda, Toyota, Vauxhall, Volkswagen, and Volvo.
In what the business is calling a “market first”, an AI chatbot, CARLi, makes it possible for cars to be leased via Facebook messenger.
A unique ‘mileage buffer’, meanwhile, claims to protect customers from excess mileage charges at the end of the lease, giving them an extra 1,000 extra miles on the clock should they need them.
Motorama said in a statement that the business is “Making smart use of cutting-edge technology” to make ordering and driving a new car “as easy as doing the shopping online”.
It added: “Gone are the days of traipsing round used car dealerships with their pushy sales tactics and over-complicated car ownership finance models.
“Motorama’s slick website and robust search functions reduce the faff and make it easy for a customer to find their perfect car based on budget, lifestyle, needs and personal taste.”