Vauxhall is launching a service on its Web site to help drivers avoid congestion on the UK’s motorways.
The car manufacturer is paying traffic information company Trafficmaster for minute-by-minute data on the flow of traffic on the UK’s major trunk roads and motorways.
This information will be available free on its Web site in the form of maps giving the speed of traffic. The information is a version of Trafficmaster’s in-car system which is distributed by radio wave. The data has been converted for use on the Internet by IBM.
“Successful advertising on the Internet is about providing useful and entertaining information to make people come to your site,” says Mark Dickinson, group head with responsibility for new media at Vauxhall’s agency, Lowe Howard-Spink.
“You can’t just produce on-line brochures, you have to have a dialogue,” he adds.
Vauxhall’s Web site carries product information on its Frontera and Vectra marques.
Additional marques and more services are planned for the site later this year. The site’s address is www.vauxhall.co.uk.
BMW has launched a Web site, www.bmw.co.uk, which includes a secondhand car directory. The site will be expanded over the next few months and by the end of the year BMW’s 160-strong dealer network will also go on-line.