OneSwoop, the UK online car retailer, today announced a strategic partnership with the Internet Car Company in reaction to the increasingly competitive internet-based market.

In November, Automotive Management reported OneSwoop's quest for a deal with a rival because executives believed only a few online car sellers would survive. A number of luxury marques will be added to OneSwoop's offering, while the Edinburgh-based Internet Car Company will source its imports through OneSwoop's extensive dealer network in mainland Europe.

Anthony Williamson, OneSwoop executive deputy chairman, said: "This ensures we prosper during a period of massive consolidation in this sector. This partnership will strengthen our ability to compete against both online rivals and traditional dealers as the internet car buying market matures."

Stewart Ramsay, founder of the Internet Car Company, said: "The partnership will allow us to give customers greater choice, service and an enhanced buying experience."