For years Auto Trader have enjoyed the unrivaled privilege of maintaining the position of being the number one classified advert site. Historically they've achieved this by giving their customers what they want, an easy affordable route for dealers to showcase their stock to potential buyers and buyers to be able to easily browse at their leisure for a new car.
However we live in changing times, it's no longer an easy affordable route for Dealers due to multiple price increases, features that alienate like the PX tool and partnerships poaching finance business. Then we have the sponsored listings, those who pay most get seen first. Now that's not very transparent is it after all transparency is the buzz word on every ones lips.
Let's take a look at the contenders for the 2017 Christmas number one classified website
Auto Trader
Pro's
Household name, current market leader on things like unique visitors, established dealer network generating enormous amounts of revenue and profit.
Con's
Genuine dealer resentment to products that aren't very transparent. A PX Tool that when ticked half of the adverts vanish due to dealers not subscribing to it even though it's free at the moment. Then we have the mobile site whereby a consumer searching for their next car has to view all of the sponsored listings first before being able to view the normal listings even if the sponsored ones aren't as relevant. And let's not forget Auto Traders huge debt mountain £527.9 million in March 1015. Someone's got to pay for that, their customers, and more and more of their customers are leaving meaning those who stay need to pay more.
Car Gurus
Pro’s
No shareholder pressure to turn a profit, proven track record in the states, big deep pockets.
Con’s
Already upsetting dealers with things like great value markers and days in stock. Since when have classified advert sites been qualified to dictate prices to consumers. Price isn’t everything someone may have a cheap car compared with guide prices but upon purchasing the car it could be riddled with bodged faults and the dealers customer service may be well below par and don’t forget there’s more than 1 guide price so how do consumers know this price marker is accurate?
Motors
Pro’s
Part of a big privately family owned group with lots of fingers in lots of pies
Con’s
Lots of dealers getting disgruntled by the way they get treated by some of its sister companies, unhappy with partnerships with 3rd party finance companies and allowing its sister company to offer to buy the customers part exchanges directly from the public only to sell back to the trade via another one of its sister companies a large auction chain.
Someone a bit more transparent
Pro’s
Got the backing of the dealer network, genuinely puts both the needs of the dealers and the consumers before profits. Wants to help grow its customer base by working closely with all involved. A product that thinks out of the box.
Con’s
Not in the public domain yet
As you can see from the con’s that I’ve listed above all of the big 3 at the moment seem to be hell bent on focusing all of their attention on upsetting its core customers, the dealer network, these are the people who pay the companies wages and profit but are increasingly getting frustrated by paying more for less.
Now if I was to hazard a guess for the Christmas number 1 classified website in 2017 here would be my prediction.
Fourth Place - Motors.co.uk
Third Place - Auto Trader
Second Place - Car Gurus
First Place - Someone a bit more transparent.
I’m privileged to know who that someone a bit more transparent is and when it comes its going to take you all by surprise and the only way you can stop it is by stopping to upset your core paying customers. The Dealer Network. Without them you wouldn’t be in business.