The evolution of motor finance in the UK is taking an intriguing turn as mainstream media organisations enter the online car sales market.
A recent example is the partnership between Sun Motors — a vehicle marketplace launched by The Sun — and The Car Buying Group, part of the Aston Barclay Group of companies. Aston is itself owned by Rutland Partners, a London-based private equity firm.
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This collaboration exemplifies the growing stature of motor finance and the increasing role of media giants in this sector, potentially altering the dynamics of vehicle sales and finance.
Traditionally, motor finance has been a specialised domain, largely confined to dealers and financial institutions. However, the digital transformation of industries is opening new pathways, with media groups recognising the potential of their vast online reach.
The move by The Sun—a title owned by News Group Newspapers—into this space signals a broader trend where media outlets leverage their audience to enter non-traditional revenue streams. The opportunity to link car dealers with the vast audience across The Sun and its affiliated brands, such as The Times, Virgin Radio UK, and talkSPORT, is a game-changer.
The numbers tell an impressive story. According to a 2020 PAMCo/TGI Multibase survey, The Sun’s affiliated brands reach 75% of UK adults. This is a vast and valuable audience for car dealers, especially considering that 81% of UK adults plan to buy a vehicle within the next year. The media’s potential to enhance visibility for dealers is not just an advantage — it may soon become essential for those looking to thrive in an increasingly competitive marketplace.
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By GlobalDataWhat makes this development particularly noteworthy is the way it ostensibly democratises car sales for dealers. Sun Motors has stated that it avoids sponsored listings, which helps ensure fair pricing and visibility for all dealers, large or small. This kind of level playing field, coupled with the reach of a national media organisation, in theory, enhances the potential for smaller dealerships to compete with larger players.
In addition to visibility, the platform offers part-exchange services facilitated by The Car Buying Group, further simplifying the process for dealers. If a dealer opts not to retain a part-exchange vehicle, The Car Buying Group handles its disposal, and dealers are compensated £100 for each vehicle acquired. This arrangement eases operational burdens while providing financial benefits — a compelling proposition in an industry where margins can be tight.
The implications for the motor finance industry are significant. As media organisations continue to explore new business models, partnerships like this one are likely to multiply. For car dealers, media platforms could become indispensable not only as advertising tools but as sales platforms offering seamless integration with motor finance options.
As the landscape of vehicle sales continues to evolve, the collaboration between Sun Motors and The Car Buying Group could well be a model for future industry partnerships. In the ever-competitive motor finance arena, combining the influence of media with technological efficiency presents a winning formula. If more media organisations follow suit, this may herald a new era where motor finance and vehicle sales become increasingly interwoven with digital media ecosystems, providing opportunities for growth that were previously unimaginable.
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