Jamie Clift

COX Automotive’s CarsGuide online automotive site is to operate a parallel editorial service that aims to attract readers through non-technical advice, content and lifestyle videos.

It has started an in-house agency, Joyride Studios, to show how a vehicle can fit the lifestyles of prospective buyers.

Joyride boss Jamie Clift told GoAutoNews Premium that “there are things that interest car buyers beyond facts and figures and that is what we are aiming at”.

“For example, women may be less inclined to be interested in technical specifications. But they are interested in how a vehicle fits their lifestyle.

“So we are looking at car owners and their lives and how brands can target people and their lives and how the car fits into that existence.”

Joyride aims to capitalise on this novel approach to the market and is in the process of meeting with OEMs and pitching ideas.

“We’re eager to demonstrate to our clients how we can create content that adds to their buyers’ lives,” Mr Clift said.

He said that CarsGuide would continue to supply conventional buyer information to car buyers “and that won’t change” but Joyride would approach the car-buying process from a different angle.

“We tell the human side of the car,” he said.

“We will use the same resource as the CarsGuide team but we can also use outside production houses, for example, for unique videos.

“CarsGuide’s editorial team will continue to produce outstanding and informative car reviews.

“Joyride will create ideas that live outside the traditional review and give our audience additional ways to engage with our clients’ brands.”

Mr Clift said Joyride would use a mix of CarsGuide and outside input “depending on the challenge at hand” and would then present the best idea to the client.

By Neil Dowling