The Maverick Group has launched used car retailer CarStore’s purpose-led partnership with Battersea Dogs & Cats Home as it aims to become the nation’s most dog-friendly car brand.
This latest partnership comes after Maverick was appointed as marketing agency to CarStore parent group Pendragon PLC, the UK’s second largest motor retailer.
CarStore is an online car retailer that offers both home delivery or click and collect from its network of physical locations throughout the North. Pendragon is also home to automotive brands including Evans Halshaw and Stratstone in the UK, and the US’s third largest Jaguar dealership Bauer Jaguar. It posted record pre-tax profits of £83m for the year to December 2021.
Since the beginning of the pandemic, the number of dog owners in the UK has risen by 3.2 million, and a partnership with Battersea was a logical next step for Pendragon and CarStore’s pet-friendly partnership portfolio.
It is estimated that more than 9 million people will change their cars this year, with around 1.7 million buying a new car and 7.4 million a used car.
With such a high volume of change, CarStore is hoping to help customers looking for advice on vehicles to incorporate their new furry family members.
CarStore’s partnership with Battersea launched internally through a series of announcements, and an internal launch film promoting all aspects of the partnership. The partnership also aims to provide new knowledge to the brand’s personal advisors, who are undertaking training through the Battersea Academy to improve their understanding of canine behaviour and provide better service to dog owners looking to ‘pupgrade’ their vehicles.
In addition, CarStore will be optimising its physical sites to make them more dog friendly and is developing a content hub to house valuable advice and information for dog owners.
Julian Holmes-Taylor, director of income generation at Battersea said: “We have over 100 years of expertise and look forward to sharing our knowledge to help CarStore become the UK’s most dog friendly car brand.”
Nick Addecott, director of The Maverick Group’s sports & entertainment division, added: “CarStore have partnered with one of the UK’s favourite charities. I’m looking forward to aligning our client with this unique brand.”
