OVERVIEW:
Nationwide Audi Contracts by East Kent Audi was the first UK Automotive Contract Hire website to be both dedicated to one brand and to be operated from a dealership rather than an Internet Car Broker. The unique selling point being that if a customer wanted a new Audi then they could ?cut-out-the-middle-man? and deal direct with a main dealer who was an expert on the product they were buying.

BUSINESS NEED:
Our existing partnership with East Kent Audi led us to understand that they had a need for increasing their new car sales penetration in their locality and to protect their share of the business user market. Research in conjunction with the management team at East Kent Audi resulted in the discovery that they were losing sales locally to Internet Car Brokers who were quietly selling new Audi cars on their doorstep.

Equally, the management at East Kent Audi wanted a route-to-market for new cars held in showroom stock so as to minimise stocking charges and interest payments. The system had to be simple and not be labour intensive.

Together we recognised that there was an opportunity that could be exploited. At the same time Audi Finance had reviewed their contract hire arm and become more competitive as a funding partner. Our success with the eastkentaudi.co.uk website in trebling their used car sales enquiries the previous year made us the preferred outsourced marketing solution to respond this new challenge for them.

SOLUTION:
Motor Trade Solutions researched the marketplace and in conjunction with East Kent Audi carried out mystery-shops on key competitors in the Business User market place.

Rather than just build and design a website, the research in advance carried out by MTS resulted in the website finding its place in the market more quickly. MTS discovered the resources that typical business user clients would use when searching for a corporate vehicle on the web.

To maximise success MTS ensured that nationwideaudicontracts.co.uk formed an alliance to ensure that they would be found on these websites. This also included www.contracthireandleasing.com the original & Number One Contract Hire and Car Leasing website in the UK.

The result of all of this was a simple and easy-to-navigate website that took enquirers straight to the information that they were after very quickly, with the minimum of clicks. The design conformed to Audi Brand Corporate Identity and followed an easy to follow format.

Key Services

	Formed an outsourced marketing partnership with the client to maximise results from investment.
	Researched the marketplace and carried out mystery-shopping exercise which was fed back to the client for
	review.
	Created branding and business name for the new operation.
	In conjunction with dealership management, MTS helped create the internet sales department and
	infrastructure required within the dealership to provide a customer response that exceeded the standards which existed in the Internet Broker Market at that time.
	Produced exhibition display material to support business shows and trade fairs with the
	nationwideaudicontracts.co.uk brand message.
	Designed and built website with new vehicle database facility which met corporate identity standards.
	Created html web banners for advertising on 3rd party websites.
	After 3 months provided a telephone market research service of enquirers to gain knowledge and hear
	feedback which resulted in improvements to the internet sales operation.
	Introduced email marketing campaigns to generate web traffic and increase enquiry levels.

Results

	Increased new Audi registrations by over 100 vehicles in first year (a 25% increase to the dealership) and
	benefit to dealership overall profitability.
	Exponential increase in finance penetration and profit per unit.
	A marked decrease in ?pump-in? business for corporate sales in East Kent Audi?s area of responsibility and a
	boost to the corporate department.
	After its first year Nationwide Audi Contracts and East Kent Audi came from nowhere to become the second
	highest in the UK for contract hire business written through Audi Finance.
	New car unsold stock levels were kept at a minimum due to the increased sales and the ability to advertise
	specific IMMEDIATE DELIVERY vehicles before they became problems.