British online automotive marketplace CarWow has extended its strategic partnership with Vauxhall until the end of 2022.
The two companies have been working together since 2019 and the goal remains for Vauxhall to increase its share of EV sales by targeting CarWow’s specific digital audience through its marketplace and other channels.
The two companies have worked together through media, content and retail network development. Vauxhall subsidises most of the cost of enquiries for its retailers on CarWow’s platform. Its retail network has success from this source, with an average conversion rate from enquiry to sale of over 28% so far in 2022 and more than 80% of enquiries coming from within 50 miles of retailers, according to Vauxhall.
For Vauxhall’s total sales on CarWow’s platform, so far this year there has been an EV mix of 48%, helped by Vauxhall’s targeted electric marketing campaigns on the platform for its Corsa-e and Mokka-e brands.
“Carwow has proven to be a key partner for us in not only reaching a new audience for the Vauxhall brand, but also working with us to deliver exciting and engaging content for our new product line up. The results of the partnership are clear, with dealers using Carwow converting leads to sale at a rate of over 28%,” said Vauxhall marketing head Clare White.
Vauxhall said 20% of new car sales in March came from an order placed online.
“The team at Vauxhall have consistently taken an open-minded approach, challenging the norms in where and how to reach consumers and effectively blending their focus on their own digital assets and footprint alongside key third party platforms as part of the consumer journey,” said CarWow commercial director Sepi Arani.
Last week, CarWow reported a 113% increase in the proportion of customers who enquire about a used car after initially searching for a new car on CarWow’s platform. In May the company made five senior hires to support the development of a broader strategy, including Alistair White as head of sales.