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Mercedes-Benz first to sell cars through Aston Barclay Virtual Auction

By Mark Salisbury
Thursday, September 13, 2018 - 09:12

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Mercedes-Benz has become the first vendor to sell cars through Aston Barclay’s new Virtual Auction, where buyers enjoy the power of an online digital auction with the benefits of a physical sale, including a live auctioneer.

Over 150 used Mercedes-Benz cars stored at the company’s de-fleet/refurbishment centres in Thurleigh, Bedfordshire and Chipping Warden in Oxfordshire were put under the hammer in two separate Virtual Auction sales.

Sale one saw 105 online buyers log on to Virtual Auction and buy 49 used cars, achieving a 61% conversion rate and 101% performance against CAP Clean. Sale two attracted a total of 525 online bids with 27 used cars sold from a total of 74 entries achieving 99% of CAP.

Every car entered into a Virtual Auction is accompanied by photos and a detailed condition description. All cars were sold online by auctioneer Gordon Cockle, which brings all the excitement of a physical auction to the online sale for buyers.

“Virtual Auction is a very dynamic channel as it allows us to sell a selection of used cars based at different locations around the country all in one online sale. It launches an exciting new chapter to our weekly sales programme,” explained Trivun Novaković, Mercedes-Benz UK’s national remarketing manager.

“Buyers are getting used to buying online as the stock is backed up by good quality imagery and detailed descriptions. Online sales reduce the need for transportation which reduces our selling costs,” he added.

“Mercedes-Benz has a multi-site remarketing operation and Virtual Auction enables them to offer a mix of cars from across the country without always having to move them into an Aston Barclay site. We look forward to rolling out more valuable technology for buyers and sellers over the coming months,” he added.

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