Web retailers are busting the myth that it’s only bargain-basement motors and cut-price superminis changing hands on the internet. The UK’s most popular car retail websites are offering a more exotic and varied choice of new cars, targeting customers with more money to spend and extending their business upmarket.
This week, online car seller Autobytel reveals that its average purchase price has been over £15,000 this year, which compares with a national average classified sales asking price that, according to research specialists Cardata, is well below £5k.
‘When drivers first started to buy cars online they were looking for the best price,’ said Julia Odgers, Autobytel’s marketing manager. ‘These figures suggest the online buyer is now maturing; they’re more adventurous with their purchases, buying higher-spec models.’ Autobytel’s biggest online sale this year was a Mercedes-Benz CLK for just under £38k. It is currently offering nearly £2500 off Jaguar’s new S-type diesel only a few months after launch, as well as other discounted premium cars such as Land Rover’s outgoing Discovery (£4016 off list) and Mercedes’ C220 CDI (a £997 saving).