Insurance company Direct Line claims it will sell cars at a cheaper price than imports through its website launched today.
Jamjar.com, which will go live in July, will sell the UK's most popular cars. Direct Line said it will source cars at up to 30 per cent below the manufacturer's list price and pass those savings on to online shoppers.
The site will offer almost all UK road cars for sale, with almost half the small car market sold at cheaper prices than imports. Each car comes with a warranty, returns policy and will be delivered to the door months earlier than rival imports, claims Direct Line.
Jamjar.com will also include information aimed at helping customers choose their ideal car, online car auctions and car hire deals. Car related accessories will also be available for purchase.
Oliver Prill, Direct Line's ecommerce managing director, said: "UK cars at import prices will be the key driver of the online motoring market. Jamjar.com will offer the UK's most popular car models at incredibly low prices - which means no more rip-off and no more waiting for imports to arrive."
He said that by 2005, 15 per cent of car sales in the UK will be online.
Direct Line is investing £15m in marketing the site over the next year.
Earlier this year, The Consumers' Association said it planned to sell cars imported from the continent as part of campaign aimed at highlighting high prices in the UK.
The organisation, which publishes the Which? magazine series, offers vehicles at discounted prices on its Carbusters.com website. Buyers could save about £3000 on an average model, but must wait around three months for delivery.
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