A rival to Auto Trader has adjusted its threshold for advertised cars in order to capture a slightly larger slice of the market.
Sunday Times Driving was launched in October with a £14,000 threshold for used cars advertised to its premium audience.
Owner News International wants it to be a website allowing franchised dealers to market their cars to its middle-class audience, which includes readers of the Sunday Times and The Times.
However, while its free dealer trial period continues, now it has lowered that threshold to just below £10,000 to offer a broader range of cars, attract more consumers and deliver more leads to advertising dealers.
Market leader Auto Trader countered the launch of Sunday Times Driving with a national TV, online and print marketing campaign which boosted its market share to 49%, and uncapped the quantity of stock dealers could advertise during the campaign.
An award-winning journalist and editor, with two decades of experience covering the motor retail industry, and accredited by the Institute of Leadership and Management (ILM) plus the National Council for the Training of Journalist (NCTJ)
As editor of AM since 2016, Tim is responsible for its media content, planning and production across AM's multiple channels, including the website, digital reports, webinars, social media and the editorial content of AM's events, Automotive Management Live and the AM Awards. His focus is on interviewing senior leaders of franchised dealer groups and motor manufacturer national sales companies to examine latest developments in UK motor retail.
ICEAGE - 18/12/2012 16:30
What a stupid business strategy..... must have been arrived at by committee