Wheels.ca adds used-vehicle search

Star Media Group's auto site isn't the first to tie in used-car searching, but the results link to the Toronto Star's archived content.

The Toronto Star‘s auto site, www.wheels.ca, has launched used-car listings to complement its reviews and articles. Used-car buyers can now search through vehicle listings that include photos, videos and seller contact info.

The listings are tied directly to a 10-year database of reviews and content from renowned industry experts such as Jim Kenzie and John LeBlanc. A search for a 2005 Honda Civic, for example, would bring up photos of the car, vehicle specs and a list of original reviews from the paper’s ‘Wheels’ section.

A marketing campaign pushing the new features will roll out across radio, print and online, including an aggressive search marketing campaign on Google and Yahoo.

The property is the third major media brand to make changes to its content for online auto searchers since the start of this year. In April, Montreal-based Auto Trader, long known as a used vehicle destination, added new cars to its offering. CTV launched an ad-supported microsite in February, aiming to go after new and used vehicle searchers.

‘Wheels.ca is the only Canadian website that combines detailed used car results side-by-side with comprehensive reviews and content related to the vehicle,’ says Star Media Group director of product development, digital media, Judy Sims.

ComScore reported that the site attracted 301,000 unique visitors and 1.6 million page views in February.