Magazine article Marketing

Shell Set to Offer Online Car Portal

Magazine article Marketing

Shell Set to Offer Online Car Portal

Article excerpt

Shell is planning to launch an online motoring portal in one of its most ambitious attempts to engage with UK consumers.

The portal, called Go Shell, will offer city guides, road-maps, news, competitions and a shopping channel that will provide links to a number of commercial partners.

Shell is also considering leveraging its brand to resell cars on the site, as a European Commission committee prepares changes to the so-called 'block exemption' law that could sharply weaken manufacturer control over dealerships and open up the car market to third-party retailers.

The portal's launch will be overseen by director of Go Shell Anthony Ellis, former chief executive at Taste, the ill-fated online food venture between Carlton and Sainsbury's, and Neil Sansom, vice-president of digital at Shell Consumer. Sansom was previously marketing director at internet service provider Freeserve.

Go Shell started as a key project from the company's digital arm Shell Internet Works, which housed venture funds, business-to-business and consumer internet sites. …

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