Mumsnet Cars has been created to fill a gap in the market for clear, family-friendly advice for parents looking to buy a car. Designed as a one-stop shop for parents researching their car purchase, the site includes a tool to calculate the value of used cars, as well as advice on buying, selling and running a car.
Supplying the motoring expertise, car reviews and managing the commercial elements of Mumsnet Cars will be Haymarket Media’s consumer media brand What Car?.
Following his talk at the launch, Editor in Chief of What Car?, Chas Hallett said: ‘With over 5.1 million visits per month, working with Mumsnet affords What Car? a brilliant opportunity to reach a new and primarily female audience. With our reputation for independent, in-depth motoring reviews, as well as our unique understanding of the needs of the buyer, What Car? is the ideal motoring partner for Mumsnet’.
Julia Dear, Sales Director of Haymarket Motoring Group, said of the launch: ‘We are really excited about our partnership with Mumsnet. Understanding the influence that women have on the car purchase process and tapping into their needs as buyers is a clear and ongoing challenge to the motoring industry. Together, we aim to deliver valuable insights into this unique audience and significantly extend the reach and influence of relevant marketing campaigns.’
Justine Roberts, CEO and Co-Founder of Mumsnet, said: ‘When it comes to buying cars, we know that priorities change once people start a family and that parents are looking for safe, economical and practical cars without the hard sell. 80% of our users seek advice or read reviews on Mumsnet when they are planning to buy a child-related product, and judging from the number of car discussions on the site there’s a clear need for similar advice when it comes to cars.’
