RAC Cars appoints automotive experts to drive launch and growth

The RAC has appointed two of the UK’s leading specialists in the automotive commercial industry to head up its RAC Cars business, created following the acquisition of Netcars.com.

Former CAP managing director and chairman Rupert Keane will chair the new company while Peter McCullough, who was strategic partnerships director at Glass’s, takes on the role of managing director.

RAC Cars aims to build on the successful model of Netcars.com by providing consumers with a more transparent and trusted way of purchasing vehicles while at the same time giving car dealers a rewarding route to market, complete with an unrivalled quality of service.

RAC Cars will also integrate vehicles from the RAC’s own extensive network of RAC Approved Dealers and its new RAC BuySure partners.

Keane, who served as chief executive of Emap Insight where he was responsible for seven market-leading insight businesses including automotive, believes RAC Cars will quickly grow to offer a choice of more than 100,000 vehicles.

“RAC Cars is a business that the market has very much been in need of. Dealers want to feel like they are getting a good deal with wide and cost effective exposure to the car buying public, who often feel great anxiety when searching for a new car. Those buying consumers want a service they can feel confident in that offers both extensive vehicle choice and assurance in the purchase,” said Keane, who has also held senior sales and marketing posts at Volvo UK and Swan National.

As managing director Peter McCullough will begin to steer RAC Cars from early April. He will have day-to-day responsibility for developing the business through the acquisition of new dealers and customers.

McCullough also has a strong automotive track record with both consumers and dealers, having worked as business development director at CAP and as the first managing director of Autotrader Digital where he established their online advertising and dealer websites business.

McCullough said: “We have big plans to develop RAC Cars including extending the range of products and services the site offers for the benefit motorists and dealers alike.”

RAC chief executive Chris Woodhouse said: “The RAC has been serving motorists for 116 years so our move into the world of selling cars is intended to bring reassurance to people looking to buy their next vehicle in the least stressful and most affordable way. In order for us to deliver on this exciting new proposition for the benefit of our members, other customers and dealers, we needed a strong team at the wheel which we feel we have achieved with the appointment of Rupert and Peter.”

The RAC is keen to hear from dealers who would like to work with RAC Cars. The www.netcars.com website will continue to operate under the Netcars name until the RAC Cars identity is revealed in April. Dealers can register at netcars.com/rac for more details.