CarsGuide.com.au is an online marketplace based in Sydney, Australia which specializes in automotive sales, and purchases. It aggregates new and used cars from dealers and private sellers across Australia. Since 2017, the company has also offered car news, advice and reviews.
As of December 2018, the company has over 100,000 cars for sale, has written over 6,000 car product reviews, and has helped 4,836 car owners.[3]
History
In November 2011, News Corp Australia and a network of Australian automotive groups set out to build a destination for Australians to buy and sell cars.[1] This gave launch to CarsGuide in late 2011.
Following a rebrand in late 2014, led by MediaCom, BWM and Interbrand,[4] the company launched a new strategy which included a location-based search and free listings for private sellers.[5][6]
In 2016, News Corp Australia sold their 55% share in the company,[2] and the company signed a merger agreement with Dealer Solutions, Manheim and Sell My Car to form Cox Automotive Australia, a branch of the Atlanta-based company of the same name, which was completed in late 2016.[7][8]
In November 2017, the company launched an in-house content agency, Joyride, led by Jamie Clift, formerly of Droga5 and Saatchi & Saatchi.[9] This includes, among other things, a car comparison tool; a blog, Oversteer, for 'car nuts and speed readers'; and advice from automotive experts.
In February 2018, CEO Lauren Williams decided not to return to the company following her maternity leave.[10] The vacant position was filled in October by Shaun Cornelius, previously of Deloitte and eBay.[11]
Marketing
The company styles themselves as the Tinder of car sales.[12]
Throughout their history and growth, the company has used a range of unorthodox advertising techniques. These have included a 2014 TV advert presenting their rivals as "incompetent and old-fashioned,"[13] a 2015 campaign placing a series of billboards directly outside a rival's headquarters, highlighting the differing services between the two companies,[14] and teaming up with Uber in February 2015 to offer free rides around Sydney on Mardi Gras, with the initiative being labelled 'MardiCar'.[15][16]
In 2017, CarsGuide released an ad titled 'Subscribe to CarsGuide and Go Beyond the Test Drive' featuring actor Vitas Varnas as a car salesman.[17]
