Dealers help shape new platform

A new vehicle listings website is up and running.

Only Cars, which has been operational in Australia for more than two years, went live in New Zealand on December 2 after receiving “amazing” support from dealers.

The local version of the platform is being run under an equity-share model, allowing participating traders to have shares in the company. 

Todd Fuller, general manager of Only Cars in New Zealand, says that approach has found plenty of favour and input from businesses has been invaluable to help refine the website before its launch.

An advisory board composed of dealers has been established to guide the website’s development.

“The equity-share model has been a big plus for us,” Fuller told Autofile. “The whole idea of this being partially owned by the industry has resonated with a lot of the dealers. That along with our innovative marketing strategy is why there has been such a great uptake.

“They have come on board because they see the potential for this to be an asset on their books well into the future and the ability for Only Cars to drive new leads into their businesses.

“We’ve been making constant improvements to the platform – some of which have come from the industry – and the more we collaborate with the industry, the better the outcomes.

“The industry is part of our journey as we develop the site. Under our ethos, they’re not only part owners but they are also helping us to develop the future.”

Fuller identified the need for a new online platform for listings in New Zealand because some traders are concerned about rising advertising costs on other platforms.

“The support we’ve had from dealers has been amazing considering what the car industry has gone through this year,” he notes. 

“With interest rates dropping hopefully that will stimulate the industry as well. We talk to dealers every day and they’re starting to see green shoots and we hope the timing of our launch coincides with those shoots growing.”

Building up to going live, the company has concentrated on making the platform easy to use by would-be buyers and devising a marketing campaign different from its competitors.

“We’ve spent a lot of money on technology to deliver some innovative marketing,” explains Fuller. 

“Our unique approach to our digital marketing strategy is what sets us apart, as we stay at the forefront of the automotive digital landscape with a 100 per cent focus on driving qualified leads to the dealer network.”