Carwow launches plate-change campaign

LEASE deal aggregator Carwow is running a multi-channel September plate-change campaign to stimulate demand and boost sales for participating dealers during the most active selling period of the year.

The campaign, which will run from 1 to 30 September, is designed to help dealers benefit from heightened consumer demand driven by the Government Electric Car Grant, continued growth of Chinese brands and returning supply of stock.

The campaign will leverage Carwow’s email database of 2.5 million customers, as well as the millions of visitors to Carwow Group’s portfolio of brands. Previous campaigns have provided a 30% uplift in sales for participating retailers. Carwow partners can join the campaign by contacting their account manager.

The campaign will see Carwow provide additional promotion of new car deals available from participating retailers across Carwow and Auto Express. It will feature increased investment in Google Ads, paid social media, PR and a dedicated campaign page, along with links to limited-time offers.

Electric Car Grant (ECG) sparks demand

According to Carwow data, the introduction of the Electric Car Grant (ECG) has sparked strong consumer demand for EVs. After the initial grant announcement in early July, enquiries placed with dealers via Carwow for EVs priced below the qualifying £37,000 increased by 124%, week-on-week. EVs priced above the threshold also benefited, with a 57% rise in enquiries over the same period, reflecting a general improvement in EV consideration and purchase intent across the BEV segment.

Will Jackson, Head of Commercial at Carwow, said: “By meeting increased consumer demand, stimulated by the Electric Car Grant and the growing appeal of Chinese OEMs that are new to the UK and continuing to gain market share from established OEMs, this campaign is a timely solution for retailers when growth in private registrations is low vs rapidly returning supply, helping partners to maximise sales in what could be one of the most competitive plate change months since pre-Covid.”