Motors.co.uk has added an option for in-market buyers to text a dealer directly from its classified adverts.
A new call to action has been added to individual listings as part of the latest round of website and product updates.
Motors.co.uk added the functionality following its own consumer research that found potential car buyers wanted more flexibility in how to contact dealers, including text and live chat options.
Those Motors.co.uk surveyed valued a text contact solution more than having the option of a 14-day money back guarantee on their next purchase - highlighting the importance of speed and flexibility when contacting a car dealer.
Consumers can now use a 'Text Dealer' button on Motors.co.uk to generate an online enquiry form which allows them to ask the dealer about a range of matters, including vehicle availability, more vehicle photographs or booking a test drive.
Dealers then have the option to text or call the customer back.
David Hearns, Motors.co.uk product director, said: "Consumers told us that they want more flexibility in how they contact dealers.
“The introduction of SMS supports this and reflects the reality of how people communicate today.
"Texting a dealer is a clear sign of intent and we urge dealers to prioritise these enquiries, as the consumer may be ready to communicate, but not necessarily with a telephone call.
"Our straightforward form allows consumers to swiftly tell the dealer what they would like to know about a vehicle. The SMS conversation can continue, helping to build the consumer's confidence to ultimately complete a purchase."