Autotrader is to introduce live three-hour car auctions on its UK site (www.autotrader. co.uk) from October. The auctions will aim to shift ex-demo cars to its traditional consumer audience.
The initiative will add to the site's existing delayed auctions. "We're moving to a three-hour window because our dealers can't have the cars off their forecourts for too long," said Peter McCullough, managing director of autotrader.co.uk. "We have a brand to protect, so we need to satisfy our dealers."
The move will coincide with a revamp of the site, which is being developed by agency Circle.com.
McCullough said the redesign would set out to make the site less cluttered and easier to navigate, with sections for cars, bikes, commercial vehicles and leisure vehicles, such as caravans.
"At the moment, a lot of the content is buried well down the site. We might drop some of the niche areas that don't get much traffic, such as spare parts," added McCullough.
The new version will also offer a more streamlined search facility, based on vehicle manufacturer, model and price, enabling users to view up to 20 vehicles with their main details and a thumbnail picture that clicks through to deeper content.
Autotrader expands auctions.
Autotrader is to introduce live three-hour car auctions on its UK site (www.autotrader. co.uk) from October. The auctions will aim to shift ex-demo cars to its traditional consumer audience.
The initiative will add to the site's existing delayed auctions. "We're moving to a three-hour window because our dealers can't have the cars off their forecourts for too long," said Peter McCullough, managing director of autotrader.co.uk. "We have a brand to protect, so we need to satisfy our dealers."
The move will coincide with a revamp of the site, which is being developed by agency Circle.com.
McCullough said the redesign would set out to make the site less cluttered and easier to navigate, with sections for cars, bikes, commercial vehicles and leisure vehicles, such as caravans.
"At the moment, a lot of the content is buried well down the site. We might drop some of the niche areas that don't get much traffic, such as spare parts," added McCullough.
The new version will also offer a more streamlined search facility, based on vehicle manufacturer, model and price, enabling users to view up to 20 vehicles with their main details and a thumbnail picture that clicks through to deeper content.
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