Following The Maverick Group’s appointment by Pendragon as their agency of note, the Group have launched CarStore’s first purpose-led partnership. The used car retailer is teaming up with Battersea Dogs & Cats Home and aims to become the UK’s most dog-friendly car brand. This partnership comes hot on the heels of CarStore’s title sponsorship of Power Maxed Racing in the BTCC.
With 3.2 million more dog owners since the start of the pandemic, a partnership with Battersea was a logical next step for Pendragon’s partnership portfolio. It is estimated that more than nine million people will change their cars this year, around 1.7 million buying a new car and 7.4 million a used car. And with such a high volume of change, CarStore are hoping to help customers looking for advice on suitable vehicles to incorporate their new 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 their experience centres to make them more dog friendly and are developing a content hub to house valuable advice and information for dog owners.
Pendragon’s chief marketing officer, Kim Costello, commented, “I’m delighted to announce this partnership and so excited to be working with a charity that’s as well-known and respected as Battersea. The partnership has been many months in the making, and I look forward to seeing it help dog-owners UK-wide.”
Julian Holmes-Taylor, director of income generation at Battersea stated “We’re excited to be partnering with CarStore to further help dog owners travel safely and wisely with their pets. 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, was equally excited about the partnership. He added “It’s pawsome that CarStore have partnered with one of the UK’s favourite charities. I’m looking forward to aligning our client with this unique brand.”