A deal between GForces and Dennis Publishing will see dealers able to use its editorial content on their websites - and increase stock exposure.
Dealers using GForces’ NetDirector platform will be able to incorporate car reviews from evo.co.uk, carbuyer.co.uk and autoexpress.co.uk – and market their stock more widely via buyacar.co.uk, Dennis’s online-only motor retail platform.
The benefit will be to encourage consumers to spend more of their car purchase research time directly on dealer sites.
Car reviews produced by the award-winning Dennis automotive sites are accessed by around four million people every month.
Meanwhile Buyacar.co.uk generated four times as many incremental sales for its dealer partners last year and is on course for similar growth in 2016.
GForces’ group strategy director Tim Smith (pictured) said: “Research consistently shows that buyers spend a lot of time researching their options online, so it makes sense for dealers’ own websites to host the highest quality information.
“That way they can capture the customer’s attention earlier in their research phase, encourage them to spend more time on their site and maximise their decision-making confidence as they browse through the dealer’s stock.
“It makes perfect sense to provide content for dealers which is already known to be part of the car-buying journey for millions of people.”
The benefit to Buyacar.co.uk is a potential expansion of 120,000 more cars available for sale through its site.
Buyacar.co.uk focuses on sales on behalf of dealers, rather than leads.
It fully indemnifies dealers against the distance selling regulations for used cars, which opens up an area of business typically shunned by traditional dealers.
Nick Flood, head of product management at Dennis, said: “Authoritative independent and trusted content that helps people to make confident buying decisions is a big part of today’s consumer mindset, so the information from autoexpress.co.uk, carbuyer.co.uk and evo.co.uk will be a really valuable incentive for consumers to spend time on GForces’ dealer websites.
“The ability for NetDirector customers to easily broadcast their stock to Buyacar.co.uk creates a win for everyone too.
“For dealers our ‘order gen’ model preserves dealer margins and creates incremental business for no additional effort. In the case of used cars, by indemnifying the dealer against the distance selling rules and handling the entire transaction ourselves, we create an entirely new market that stretches geographically beyond their current reach.”