New platform, new options and a complete new search for Drive.com.au in 2021
9 has introduced it should relaunch the Drive model as a part of a serious strategic product rollout over the approaching months, positioning Drive because the dominant client model for its vital digital automotive providing.
The brand new model highlights Drive/CarAdvice’s distinctive place as a pacesetter within the Australian new automobile area.
Drive’s new model is the primary stage of a rollout that can see the launch of a brand new digital product providing over the approaching months, previous to retiring the CarAdvice model throughout 2021 because the enterprise strikes to at least one model and one platform.
9 has owned CarAdvice since 2016 and inherited the Drive model within the 2018 9-Fairfax merger. Since 2019, each manufacturers have moved to share content material, product and business capabilities throughout platforms whereas additionally working two separate manufacturers and platforms.
Alex Parsons, CEO of Drive and CarAdvice, stated the transfer was underpinned by a transparent imaginative and prescient and technique to create the way forward for automotive in Australia, and personal the three key areas of commentary, comparability and commerce.
“Because the leaders in new automobile commentary, we’ve a major alternative forward of us to combine comparability and commerce and assist customers by means of their total automotive journey,” stated Parsons.
“For 9, over the previous couple of years we’ve been lucky to personal two of the main automotive manufacturers within the nation – Drive and CarAdvice. In a crowded market we’re constructing out a major and differentiated consumer-focused providing throughout commentary, comparability and commerce. We aren’t beholden to the previous however pushed to the long run.
“Strategically we recognised that the best variety of manufacturers for our customers and purchasers is one and there was the chance to convey them collectively to consolidate the most effective content material, performance and person expertise from the present Drive and CarAdvice platforms onto a single new client proposition beneath the enduring Drive model.
“The place CarAdvice has its personal power, wealthy enthusiasm and keenness and deep data throughout the trade, Drive is grounded in its 25-year heritage as an authoritative, acquainted and broad auto model within the minds of Australians. The commonality is that each are seen as extremely influential and trusted by automobile consumers. We wish to materially develop these strengths and supply a world-class providing to customers.
“Adjustments to the patron and business experiences shall be rolled out progressively over the course of 2021, with part one as a consequence of be full by finish of FY21. After all, the one fixed on this world is change and our mantra is to be the most effective of what’s subsequent, so count on a lot within the coming years as we drive in direction of the way forward for automotive in Australia.”
We have guessed at a few of your questions…
As you’ll all agree, there are thrilling occasions forward for all of us, and this consolidation will solely imply extra of the good content material you like. However as our most engaged readers, we all know you’ll have much more questions – which we’re solely too completely happy to reply – so listed below are a couple of key factors to get you began…
What is going to occur to the CarAdvice model?
The CarAdvice content material expertise is integral to the brand new platform and model identification. Whereas the model title will change, all the things that CarAdvice is now, will underpin what the New Drive shall be.
What occurs to the present CarAdvice content material?
All the present content material on the CarAdvice web site shall be remapped to the brand new platform, in order that our 15 12 months archive of stories, critiques and comparisons will nonetheless be accessible.
What about content material on Drive, will not there be some duplication?
We’re working by means of the content material migration plan to take away most duplication, however we’re seeking to combine historic content material from each manufacturers into the brand new platform the place it is sensible.
And the feedback?
Sure! Viewers interplay is a large a part of what we do, and so our current Disqus engine shall be used on the brand new web site, with all of your person accounts and historic feedback coming together with it. (Please additionally word that Disqus is a third-party platform – we don’t retailer any of your account info at our finish.)
Will the workforce stay the identical?
Sure! Internally nothing modifications, so the identical workforce shall be engaged on the identical forms of content material as we transfer ahead. As you recognize, we have considerably advanced our content material technique over the previous 12 months, and we’ll proceed to make sure we create probably the most (amount) and finest (high quality) automotive content material in Australia (and the world!).
It seems like a giant change, however you’re additionally saying nothing is altering – which is it?
Each are largely appropriate, so consider it this manner…
As a reader conversant in the CarAdvice web site, content material and content material workforce, the brand new Drive web site shall be a big enlargement and enchancment on what CarAdvice is now, with a distinct model and magnificence.
To the Drive viewers conversant in a long-standing dedication to nice content material, we shall be introducing probably the most widely-covered automotive information and critiques within the nation, beneath a family title.
As loyal readers of each CarAdvice and Drive, you might be assured that every one the automotive information, depth of commentary and valued unbiased opinion will stay.
We’re investing within the integrity and status of the Drive model to all Australian Drivers by means of participating content material and options that resonate with their wants, and pursuits, immediately and for the long run.
Why the change to Drive?
This isn’t a choice we’ve made rapidly or taken flippantly. All through 2020, we’ve performed client analysis, and interviewed dozens of automotive producers and supplier contacts to higher perceive the strengths and roles of each the CarAdvice and Drive manufacturers of their world.
There have been frequent themes throughout all these conversations – the necessity for extra simplicity for customers in the course of the analysis course of, was a serious one. New automobile consumers immediately have entry to an awesome quantity of on-line info and opinion, but there’s no definitive, top-of-mind, go-to supply to assist Australians discover the most effective subsequent automobile that meets all of their wants.
The place CarAdvice has its personal power, wealthy enthusiasm, ardour and deep data throughout the trade, Drive is grounded in its 25-year heritage as an authoritative, acquainted and broad auto model within the minds of Australians.
The commonality is that they’re each seen as extremely influential, and trusted by automobile consumers. We wish to materially develop these strengths and supply a world-class providing to Australian customers beneath one platform, and one model.
Drive as an automotive model ‘title’, has a stronger general consciousness than CarAdvice, largely as a consequence of its historical past and prominence inside conventional print media.
Drive, as a model title, gives extra alternative to face out, to be remembered – and to imply extra to extra folks, by means of expertise and knowledge. Drive is a verb and a noun, and a approach of separating our model from the crowded ‘Automotive-‘ naming conference that’s prevalent in our trade.
Bringing Drive and CarAdvice collectively will present exponential advantages, consolidating the most effective content material, performance and person expertise from the present platforms onto a single new client proposition beneath the enduring Drive model.
Does this alteration imply the content material will change into much less technical?
Under no circumstances. We perceive that totally different readers need totally different info and we are going to at all times make technical info a vital a part of the content material we produce. In truth, the brand new web site will make even simpler the power to show, evaluate and eat information and different technical factors.
We’ll nonetheless evaluation the breadth of the market and nonetheless talk to a variety of consumers, so a evaluation for a Kia Seltos might need a distinct story focus than a evaluation on a Porsche Turbo, however that’s how issues at the moment are.
New content material items like our Fashionable Basic critiques and spec comparisons will proceed to be featured, plus we’ve obtained another superior concepts within the plan as effectively!
Will the location be overrun with adverts and sponsored content material?
We make the cash required to create the content material from adverts so we are going to proceed to be an ad-funded content material enterprise. Nevertheless, we agree the present CarAdvice web site doesn’t have a world-class advert expertise for customers and has been considerably reactive in our strategy.
Now we have run an enormous program to dramatically scale back the variety of adverts to have fewer, extra impactful adverts. We often produce and have sponsored content material, and can proceed to obviously label it simply as we do now.
Will you be advised what to write down?
Solely by me! Kidding. Our content material workforce are the only real inventive and editorial determination makers on what’s written and printed on the location, and that can proceed with the brand new Drive platform, unbiased of any company or business views.
What does Drive convey to the desk that CarAdvice doesn’t?
The large one, is the model. Drive is an iconic Australian model with 25 years of deep editorial authority and mass-market recognition.
Along with that, subsequent 12 months will mark the 15th 12 months of the annual Drive Automotive of the Yr awards program, and will probably be the most important but. We’ve obtained some huge information to share about this program within the coming weeks, so keep tuned!
With the brand new Drive platform, you’ll have the ability to analysis a automobile, learn the evaluation, evaluate particulars merely and simply, then join on to a supplier to search out an awesome deal, organize a take a look at Drive, and buy your new automobile – with out having to go away the location. We’ll have extra to share on this all through 2021, as we roll out the performance of a game-changing approach to purchase your subsequent automobile.
When is all this occurring?
We’ll soft-launch the brand new Drive.com.au platform later this 12 months, and step by step work on implementing performance and remapping content material, whereas persevering with to publish on each websites.
Within the new 12 months, the publishing focus will begin to shift from CarAdvice to Drive, till such time as we’ve all the things working on the brand new Drive platform, and the CarAdvice web site will merely redirect visitors and search queries.
I’m excited, can I work with you?
We’re at all times looking out for the subsequent technology of automotive content material creators. As at all times, we’d recommend you get writing, maybe submit an proprietor evaluation and attain out to share your portfolio.
Nonetheless have questions?
Tell us under and I’ll reply as finest I can.
9 proclaims model relaunch for DRIVE