www.autofile.co.nz
OCTOBER 2023
THE TRUSTED VOICE OF THE NZ AUTO INDUSTRY FOR NEARLY 40 YEARS
Dealers push back as listing costs rise Murmurs of discontent with Trade Me grow across the industry but company says it offers businesses ‘great value for money’
C
ar dealers are growing increasingly unhappy at the rate Trade Me Motors is increasing its prices to advertise on the website. Some registered motor-vehicle traders say the market’s biggest listings site has delivered doubledigit percentage increases for the cost of package deals in the past two years and a similar jump is expected next year. While bosses at car yards spoken to by Autofile don’t begrudge the company lifting its prices, many are unhappy with the size of the increases. They also claim the market dominance of Trade Me, which has been operating for about two decades, means only advertising with rival sites isn’t currently viable. Some dealers have reportedly reduced their online listings or downgraded packages with the online company to offset rising costs. Trade Me has defended its offerings. It says it has invested
Some dealers have cut listings to offset rising advertising costs
heavily in new features over the past year and its pricing “fairly reflects the value of our packages”. Aaron Goodrick, sales manager of Rosetown Motor Group in Te Awamutu, Waikato, says the
cost of its advertising package has increased by $23,736 a year following new fees introduced by Trade Me Motors at the start of September. “It feels like Trade Me has given us no real additional value despite substantial price increases for its packages,” he adds. “We’ve made our point clear to the rep that we aren’t happy with the increase in fees. If Trade Me said it had improved the systems and could show us additional support in the product it’s providing that would be good but – in my opinion – it isn’t.” Goodrick says Rosetown Motor Group has had to move from a package called bronze 75, which was $2,599 plus GST a month, to its new equivalent, starter 75 – “the most basic deal for 75 cars” – that costs $4,319 plus GST a month. “That’s a substantial jump overnight for what we feel is essentially nothing more in terms of the package we receive. “It seems to be a yearly increase
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Chairman of Drive Electric retiring p 14
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Green future for premier series
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