Online auto marketplace, CarsGuide, is moving to a ‘pay for view model’ in the middle of September.
CarsGuide is disrupting the traditional commercial model with its ‘pay for view’ model, a move sure to keep its dealer network well aligned.
It is also looking to streamline the process for the consumer, improving the user experience and empowering customers.
Lauren Williams, chief executive officer of CarsGuide says: “This will be the biggest change to CarsGuide since its inception.
“We recognise that the industry needs a strong alternative to bring increased competition and a better deal to dealers and car buyers nationwide.”
Back in July, Williams – responding to Carsales acquisition of Stratton Finance – noted that Carsguide would be making many exciting improvements over the next few months in order to “transform the car selling process by delivering increased and better quality leads and opportunities to dealers.”
Simultaneously with the launch of the ‘pay for view model’, CarsGuide has appointed three new agencies to manage its brand re-launch, also going to market mid-September.
Brand Agency, Interbrand and creative agency, BWM were appointed after a competitive pitch. Media agency, Mediacom, was appointed directly.
“Carsguide is re-launching within the online car marketplace,” says Williams. “We are excited to work with MediaCom, BWM, and Interbrand who all clearly demonstrated they understood the needs of a modern challenger brand.”
Geoff Clarke, managing director MediaCom Sydney says of the appointment: “We are delighted to have the opportunity to work with CarsGuide. As their media agency, we will be striving to increase market share by increasing brand awareness by tackling the perception of the car classified market to make it appear more user friendly and enjoyable for consumers.”
In addition, Damian Borchok, chief executive officer of Interbrand, the consultancy which worked with CarsGuide on its rebranding, notes: “CarsGuide has significant ambitions to transform its business model, disrupt the current market conventions and deliver better customer experiences.”
Rob Belgiovane, executive creative director at BWM, says: “BWM understands that CarsGuide is introducing a next generation business model to the category of online car sales. This evolution needs to be mirrored by an organising idea that inspires staff, customers and stakeholders alike, while also driving immediate site and sales traffic results.”
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