CarGurus has announced that it will axe car dealers’ online advertising subscription fees during December following the recent reintroduction of COVID-19 lockdown measures.

The classified advertising specialist will also offer free trials for Area Boost product to expand dealers’ reach to buyers for vehicles available for delivery as part of support package announced a day after those of market rival Auto Trader.

Fees for PistonHeads adverts have also been suspended as part of its efforts to help retailers in light of the ‘Lockdown 2’ coronavirus mitigation measures in England and the impact of the ‘Welsh ‘firebreak’.

• Over the next few days AM is urging car retailers to respond to a Quick-fire AM COVID-19 'Lockdown 2' in England car retail survey to gain feedback on business’s response to the latest trading restrictions. Please take part by clicking here.

Wendy Harris, CarGurus’ UK managing director at CarGurus and PistonHeads, said: “As we’ve seen throughout the pandemic, this industry is incredibly resilient.

“At CarGurus, we are going to continue to do what it takes to support our dealer partners during this period, so that they can continue to serve buyers now and build a pipeline for future sales.

“Although a second lockdown is certainly challenging, we’re encouraged to see that so many dealers have adapted their businesses in recent months. They are now better placed to pivot to remote operations and are highlighting this through our Area Boost and Contactless Services offerings.”

CarGurus was the first major UK automotive marketplace sites to offer substantial discounts to dealers from April through until the end of June in response to the impact of the COVID-19 pandemic.

Although retailers have told AM that they feel more positive and better prepared for ‘Lockdown 2’ – with the ability to sell vehicles remotely via click and collect or home delivery – CarGurus said that waiving fees in December provided “needed cost relief for dealers as the year closes, enabling them to continue to engage with buyers via the CarGurus UK and PistonHeads platforms, build customer pipeline, and drive contactless sales in accordance with latest Government restrictions”.

Its new Area Boost system lets dealers expand their audience reach by advertising vehicles available for delivery to buyers outside their local area.