F&I Management & Training

CAP Automotive's consumer-facing website has signed an exclusive advertising agreement with motor finance specialist, Black Horse.

The agreement will see Black Horse take the prime advertising space on CAP's newly launched mobile consumer car valuation and motoring costs website.

Black Horse's decision to secure prime advertising space on CAP's mobile website will allow Black Horse to better understand consumer mobile use in the car buying process and will provide consumers with information on the value of vehicles ahead of visiting one or more of the 4,500 Black Horse dealers.

Launched just seven months ago, traffic to www.cap.co.uk from mobiles is expected to surpass 100,000 monthly unique visitors by late Spring 2014.

"Consumers increasingly make use of smart phones to obtain information, and Black Horse has recognised this shift and is now looking to deploy easy-to-use content that meets such evolving needs.  Utilising the premium advertising space on CAP's new mobile-optimised site, coupled with an optimised-for-mobile Dealer Locator tool, will ensure mobile users can find a Black Horse dealer wherever and whenever is convenient," said Kevin Dunne, Head of Distribution Development, Black Horse.

Ben Maguire, Head of Consumer services at CAP Automotive, said: "Black Horse is a premier operator in motor finance and its decision to engage with us on the launch of our mobile-enabled site is a real vote of confidence in CAP's ability to reach the consumer audience.

"The success of our consumer information offering will ultimately be measured by how successfully we drive more business to dealerships. The number of genuine car sales leads we are already generating suggests we have tapped into a very rich source of opportunities to increase business for our clients.

"We are therefore delighted that Black Horse will benefit as we attract more of the right consumers by offering genuinely useful, independent information whether they prefer to access CAP on desktop or mobile."

CAP launched its consumer-facing information service last year, with free valuations and a unique ‘Total Cost of Motoring' tool enabling motorists to anticipate the long-term personal budget implications of the cars they are looking to buy.

The same information is now provided free of charge to motor retailers who use CAP's flagship trade pricing tool Valuation Anywhere. As part of CAP's strategy of setting the scene for improved confidence and trust between motor retailers and their customers, dealers now use CAP motoring costs data to close more deals with economy-conscious customers.

CAP's consumer website can be found at www.cap.co.uk/consumer

More information about Total Cost of Ownership data for dealers can be found at business.cap.co.uk/valuation-anywhere-live/tco-lite

DATED: 01.05.14

FEED: HA