Regit partners with DBS Data to enhance targeted automotive marketing

Digital garage Regit is partnering with offline communications and advertising expert DBS Data to transform how brands in the automotive space engage with motorists by leveraging Regit’s insights from over four million motorists to deliver highly personalised, data-driven campaigns.

DBS Data is known for data planning and full-service direct marketing and by integrating Regit’s vehicle data with its extensive household database, brands will be able to reach audiences with pinpoint accuracy.

As part of the partnership, Regit and DBS Data will securely match anonymised data to create comprehensive customer profiles. These insights will be tailored to meet specific brand objectives, such as targeting petrol and diesel vehicle owners considering a switch to hybrid or electric, identifying high-value car owners, or reaching motorists impacted by Clean Air and Low Emission Zones. Additionally, the data will help engage drivers looking to transition to a greener, cleaner vehicle.

Through the collaboration, automotive brands can now create highly targeted campaigns for products such as insurance, extended warranties, servicing packages, and accessories. This ensures motorists receive relevant updates throughout their car ownership lifecycle, including reminders for expiring insurance policies or upcoming MOTs.

One significant shift where this collaboration will provide value is the transition to electric and hybrid vehicles. As more ICE (internal combustion engine) owners take their first step toward electrification, the partnership aims to deliver timely, relevant messaging that supports consumers at every stage of the journey. This is a huge opportunity for brands given that 59% of motorists will choose an electric or hybrid as their next car.

Rob Carnaby, head of agency and OEM partnerships at Regit, said: “We hold first-party data on millions of UK motorists, and a key part of our strategy is using these insights to help our partners engage more effectively. With our data, we can identify exactly where a motorist is in their car ownership lifecycle and whether they’re considering their next vehicle, if they need help and support with clean air zones, or if they’re exploring the switch to a lower-emission vehicle.

“Our partnership with Sky Media was a world first in automotive, and now, with DBS Data, we’re extending that capability into offline communications. By combining our insights with DBS Data’s expertise, we can deliver truly tailored campaigns. Our work with them will unlock new opportunities for brands to connect with drivers in meaningful ways.”

DBS’s head of growth, Dan Barnett, added: “We have a proven ability to reach households in a targeted and engaging way. Together, with Regit’s unrivalled vehicle data, we can help automotive brands reach the right audiences with the right messages at the right time—whether that’s supporting EV adoption or offering aftersales services.

“For example, Regit’s data shows how over three-quarters (76%) of consumers expect to be less brand loyal in the EV era. Brands working with DBS Data can leverage Regit’s insights to identify key moments in the car ownership journey, enabling them to educate, engage, and influence purchasing decisions more effectively.”