Car retailers are being offered an opportunity to target first-time buyers thanks to an innovative idea by a young businessman.

With backing from Young Enterprise, 20-year-old managing director James Evans has this month launched Firstcar, an online solution targeting young drivers searching for their first car, a market of more than three million potential customers.

To mark the launch, he is offering retailers a month’s free advertising if they quote AM magazine when they contact Firstcar.

“My main problem at the moment is getting the motor trade on board,” admits Evans.

Nevertheless, its clients already include independent and franchised dealerships, including Chelmsford Toyota and VW/Seat retailer Hollis Motors in Dover. Hollis’ managing director Billy Hollis says it is a great outlet for suitable first cars, adding: “This resource is long overdue.”

Still in its infancy, the website www.firstcar.co.uk currently gets around 450 visits a day, but traffic is expected to increase dramatically following a publicity campaign to sixth forms, universities and driving schools, plus the distribution to 10,000 students of its magazine, First Gear, this month.

Cars offered are generally capped at 1.6 litres, to ensure they appeal to buyers in the 17 to 25-year-old target range. All adverts include information on the car, dealer, VED bracket and an opportunity to obtain a quote from Firstcar’s recommended insurer, Endsleigh Insurance.