The new initiative combines approved-used models from four Stellantis group brands – Vauxhall, Peugeot, Citroën and DS Automobiles – at launch on a single platform, along with other brands a SPOTiCAR Retailer chooses to offer. SPOTiCAR allows buyers to choose the vehicle they want online and can then link them to the Retailers showroom where they can view the car in person or arrange home delivery to suit.
Cogent will support the brand launch through TV, radio, outdoor, digital, social and point of sale.
The appointment will see Cogent build on their history of breaking new ground in the approved-used car dealership market. Working with Vauxhall, the agency helped to establish the category in 1990 when they created and launched the Network Q brand – retaining that creative account for 30 years.
Nick Richards, Stellantis Used Vehicles Operations Director said “This launch will uniquely bring together several established and well-loved automotive marques under an exciting new brand. We needed a creative partner who could combine experience launching category-defining new brands, with a fresh approach that will help SPOTiCAR to flourish in a sector that is evolving rapidly.”
Bruce Hutton, Chief Executive at Cogent, said: “We are delighted to be partnering with SPOTiCAR on this exciting new launch. The opportunity to help create a step change in any category is a dream brief – but it’s even more exciting that this is the biggest evolution since the category began. We’re at the start of another fascinating journey and we can’t wait for launch – here’s to the next 30 years!”
Cogent is an integrated marketing agency and current clients include AEG, Arriva, Bacofoil, Princess, Volvo, and Marston’s.