Dealers push dot-com cars for Vauxhall

Vauxhall has set up computer terminals at two of its dealerships, to sell customers its dot-com branded cars. These cost up to £1,000 less than cars normally sold through dealers.

Reg Vardy and another unnamed dealership have been given the go-ahead by the manufacturer to take customers through the process of buying online.

The move signals a strategy change for Vauxhall, which launched the Website last October to attract customers who wish to eliminate the “middleman” and buy a car at discount.

Andy Jones, marketing operations director at Vauxhall, says: “A couple of dealerships are doing it. This offer is really only attractive to a few types of people, and if the dealership feels the [dot-com] car is right for a customer, it will sit down and go through it with them.”

The dot-com cars are a limited edition, and carry a “.com” badge.

To placate dealers which might feel the manufacturer is under-cutting them, Vauxhall points out that the cars will still require aftercare service from these dealerships.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here