This is the first launch from Dennis since being acquired by private equity company Exponent. Dennis already publishes Auto Express and Carbuyer, which give car buyers information and inspiration to buy their next vehicle. In 2014 the company acquired buyacar.co.uk which completed the circle by enabling consumers to purchase cars and finance them online. Buyacar is now one of the UK’s leading online-only car dealerships, with sales in excess of 5,000 cars a year.
Drivingelectric.com features reviews, insight and advice for the increasing number of new car buyers looking to go electric. Content will focus on the real issues facing buyers, and will feature reviews of every electric, hybrid and plug-in hybrid car on the market. This is supported by a huge number of advice features and videos from basic myth busters to more practical information, plus news and buying guides.
Commenting on the launch, Dennis CEO James Tye said: “Drivingelectric.com is a key launch for us. Not only does it recognise the increasing importance of electric vehicles for both consumers and the industry, it’s also a clear statement of intent under our new ownership.
“As a company we’ve always valued our ability to launch, innovate and evolve at speed and this is an approach clearly supported by the company’s new shareholders, Exponent. This will be the first of many growth initiatives that Dennis will be announcing over the coming months.”
Managing director of Dennis Automotive, James Burnay added: “Now is the perfect time to launch a site dedicated to electric vehicles. The huge number of electrified cars launching in 2019 onwards, coupled with the explosion of consumer interest in electric cars, shows that the industry and car buyers are ready to make the switch. We will be there to advise, inform and guide them.”
The new site will be supported by a GBP£1.5m (USD$1.95m) marketing campaign, and a DrivingElectric newsstand magazine will launch in December 2018.
Volkswagen will be the launch partner of the site until the end of 2018 with cross platform and brand activity, negotiated through its media agency PHD. The Volkswagen and drivingelectric.com partnership will include a range of associated articles and videos that will help inform potential buyers about the practicalities of electric cars.
Thomas Brady, communications manager of Volkswagen UK, added “Drivingelectric.com leads the way in democratising electric vehicles for the masses. This partnership also plays a key role as part of Volkswagen’s long term strategy around ‘Electric for All’ and introduction of the ID range in 2020.”
The website is fronted by associate editor Vicky Parrott, who has held a number of senior roles at high-profile titles including What Car?, Autocar and DriveTribe.
The site is now live at drivingelectric.com.
Dennis is a member of FIPP.
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