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RAC site’s an opportunity

WHETHER you’re wondering which child restraint is best for your car, or just musing about the mechanics of automatic transmissions, the new RAC website might be of interest.

The simple, yet comprehensive, website launched by the RAC this week follows a two-week teaser campaign during which local media was mailed a range of different car parts and tools.

The RAC’s latest marketing vehicle is a simple way to access the intellectual capital invested in the 100-year-old club.

RAC editor interactive services Michael Buffham has been hard at work on the site for the past six months.

“This is one of the biggest content sites in WA,” Mr Buffham said.

“It’s the aggregation of all the information on motoring from within the RAC.”

The site includes specifications for 17,000 different cars, including a photo of the car and the price of the car as detailed by the manufacturer when it was new, and the current market value.

“There’s even a user review where we’ve asked owner members what they think of the car,” Mr Buffham said.

The site has been developed to allow simple, clean navigation and its role is as an education tool as much as to promote the services on offer at the RAC.

“It can tell you where to find the engine number on a car all the way down to the weight of the car, or details like whether driver air bags are standard,” Mr Buffham said.

“What we hope to do is empower users to help them make a more informed decision.”

The site is not purely focused on helping people who are looking to buy a car, however. The site also has an interactive car that allows users to investigate exactly how a car works, in lay terms.

“It’s really basic stuff a lot of it but it’s information that people need to know,” Mr Buffham said.

The RAC has identified the powerful research potential embedded in the Internet and developed a website that capitalises on market demand.

The success of similar member sites, including those of health insurance companies, has been hinged in part on the value of the site as a research tool.

“I think the RAC has realised that more and more people want to do business in this way,” Mr Buffham said.

“More and more people are asking for insurance quotes on line.

“We’ve got this amazing pool of talent here and we want to get this stuff out to people.

“It’s about embracing the 100 years worth of knowledge at the RAC.”

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