Leaderboard

Its all about unprompted awareness ratings, not just SEO and marketing Umesh. Go and ask 100 people if they have heard of Auto Trader, I would imagine 98 or so would say yes, ergo I would guess their prompted awareness rating would be around high 90's. Then ask 100 people to name a place on the internet where there are cars for sale from multiple vendors, my guess, at least 50% would say Auto Trader ergo an unprompted rating of around 50% (maybe someone from Auto Trader could confirm, they will have these stats and they will have the ratings for their competitors). Until someone gets close to these ratings then they will have a tough time competing at the same level. The likes of RAC and AA can certainly take them on in the unprompted awareness stakes, they have extremely strong brands, now they need to convert that into unprompted awareness in the portal arena and its game on. The strength here is in the brand and brand awareness, not necessarily in the car numbers.