Jamjar.com is Direct Line’s website for car buyers and
It sells new cars online and offers part-exchange deals on used
The service also provides second-hand cars, rental deals, route
planners, finance and insurance.
Characteristics The site’s subject categories include car buying,
insurance, rental and glovebox - which is each customer’s personalised
section. The website also has its own online magazine, which carries
news on the motoring industry and related sports.
The design is pleasing to the eye and navigation is fast and
Target demographics Jamjar.com is aimed at 25- to 55-year-old ABC1s,
with a slight male and London/south-east England bias.
Principals The site was developed and is run in-house by Direct
Backers Direct Line is owned by the Royal Bank of Scotland, which
provided the funding for Jamjar.com.
Marketing strategy The portal, which launched last week, has a pounds 15
million marketing budget. The TV advertising, through Mortimer Whittaker
O’Sullivan, went live last week and will be accompanied by press,
outdoor, radio and online. The campaign aims to exploit anger at
’rip-off’ car prices in Britain as compared with the Continent.
Competitors One of Jamjar’s strongest competitors is Virgincars.com,
which launched in May, but Oneswoop.com, carbusters.com and
autobytel.com are also rivals. The incentive of saving up to 40 per cent
on a car if you buy from the Continent will work in favour of all of
these online car portals.
THE YEAR AHEAD
We’re not convinced
Difficult to say.
Provided Direct Line communicates its ownership of the Jamjar brand to
consumers - which should inspire confidence - it stands a chance against
the Virgin offering.