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HerCar.com.au steers to number one

hercarHerCar.com.au, Australia's longest running female automotive website, has acquired competing website SheBuys.com.au, increasing its market share, and further cementing its position as the number one player in the online female automotive sector.

With the two sites set to merge this month, HerCar.com.au will be transformed. New user-friendly features will be added allowing even more opportunities for advertisers to engage with the highly sought after female audience - women buy 50 per cent of cars in Australia and influence 96 per cent of family car purchases.

Leading automotive expert, Founder and Managing Director of HerCar.com.au, Melissa Pye, says the acquisition of SheBuys.com.au signifies a very important consolidation of this media space online. "Historically the 'Female Automotive' segment has gone through a series of changes with a number of brands coming and going. HerCar.com.au has positioned itself as the one to back, sending a clear message to the media community".

"Advertisers have been confused and skeptical about this segment. We aim to provide clarity and measurability around the enormity of the opportunity for media agencies and automotive marketers once and for all" says Pye.

Following news of the acquisition, Sydney based private equity player, Amstal Capital Partners (ACP); a boutique investment company specialising in start-ups and commercialisation projects, has been secured as the key investor.

Blair Scott, CEO of ACP says that the investment into HerCar.com.au strengthens their existing position in the automotive space as well as providing a niche media business. "The growing realisation by advertisers that focused, quality traffic is where the dollar should be spent, rather than going to the large players where the advertising message can get lost, puts HerCar.com.au in a great position to attract the interest of the automotive industry" says Scott.

Pye adds, "HerCar's offering to automotive marketers is not simply about display advertising. We have the ability to offer integrated content within our site as well as cross media opportunities. We work closely with our clients to understand their needs and create solutions to achieve their objectives - from selling more cars, to promoting new products, to creating profitable dealer experiences," says Pye, "This is our strength and our clear competitive advantage".

HerCar.com.au is the brainchild of Pye, whose interest in the automotive industry came at an early age, with holidays spent at her father's car dealerships throughout Sydney. Pye began working in the automotive industry in the early 1990's and has worked for leading brands including Audi, Hyundai, Jaguar, Daihatsu, Kia, Goodyear AutoCare, Holden, Volkswagen and Renault. Through her extensive automotive experience, she developed Australia's first sales training program on How To Sell Cars To Women®.

Pye is seen as a leader in this field and continues to consult to the industry. She is also a contributing automotive writer to various publications including Cumberland Newspapers, Latte Magazine, Shesaid.com.au and Mumzone.com.au.

Release Date: 5th August 2008

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