CarGurus has announced that it will combine its and PistonHeads websites into a single product for U.K. auto dealers.

CarGurus acquired the popular PistonHeads automotive forum in early 2019. Aim Group ranked them as the third largest automotive marketplace in the U.K. in the 2020 Autos annual published in September.

CarGurus said that the move will “provide expanded audience reach and greater stock visibility for dealers across both sites”. Dealers will now just use one integrated subscription product for their listings and services across both platforms.

The company said that the audience overlap between the two platforms is below 10%, leading to a combined audience of over six million unique monthly visitors. Since the acquisition CarGurus has invested in PistonHeads to improve the site’s user experience and performance resulting in an 86% year-on-year increase in leads to dealers.

‘Combining our CarGurus and PistonHeads product offerings expands audience reach and stock visibility for dealers on our platform and maximizes their return on investment,” said Wendy Harris, CarGurus and PistonHeads U.K. MD.

“This creates tremendous new opportunity to deliver even more value for our dealer partners.”

Last week CarGurus announced it would offer support to U.K. dealers in the latest lockdown by waiving marketplace listings fees for February and give subscribing dealers free trials of its Area Boost product, allowing dealers to sell more cars using contactless delivery.

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