Lifestyle Europe has started selling new Fords online through lifestyle-fordonline.co.uk.

The AM100 dealer group first spoke to AM in March of its intention of moving into online.

Now the website has launched, after being developed with automotive online marketing company GForces.

Lifestyle anticipates that the bulk of web-based sales will be for small and mid-sized family models, such as Fiesta and Focus, typically retailing at less than £15,000.

The dealer group believes it will attract new customers through its online sales drive and that consumer demand through its network of franchised outlets will not be adversely affected.

It believes that up to a quarter of its sales could come through online in the medium term.

Peter Isted, Lifestyle Europe’s managing director, said: “We‘re looking to secure our place in a new era of vehicle purchasing.

“Web-based car sales have grown rapidly over recent years, and the business opportunity is clear. Innovation is at the heart of our business and we have taken the decision to lead rather than follow when it comes to online new car sales.”

In 2010 Ford Retail group launched its online direct car sales operation, the first in Ford’s dealer network.