In a landmark move aimed at reassuring consumer confidence, import specialist, BroomBroom.com has become the first online motor dealer to be awarded membership of the Trading Standards Fair Trade Scheme.

In June 2001, the Trading Standards Institute called for a specific Motor Trades Act to ‘set new standards in advertising, pricing, sale, servicing and repair of motor vehicles’. For many, the Fair Trade Scheme – originally launched by Southampton City Council in 1999 and now being copied by other authorities across the country - is seen as a first step towards the adoption of a new level of best fair trading practices amongst all traditional motor retailers and Internet-based dealers.

The scheme also has significant ramifications given plans by the EU to open up the motor industry from October 2003 to increased competition and supermarket-style multi-franchise retailing.

Although Fair Trade concentrates on ‘prompt, effective and courteous’ handling of complaints by dealers, BroomBroom.com hopes others, especially those trading exclusively online, will follow suit and seek approval from their local Trading Standards Service.

Ashley Manek, managing director of BroomBroom.com, explained: “With something like 89% of car buyer’s using the Internet before they buy, and an ever-increasing number actually buying ‘unseen’ online, it’s important that the motor industry does more to educate and protect the consumer about their rights. Above all, everyone involved in online motor retailing needs to
deliver a legally binding level of confidence to their customers.”

Southampton based BroomBroom.com, which has been successfully importing cheaper new cars from Continental Europe since 1998, had to undergo a period of vetting by local Trading Standards Officers before being awarded the Fair
Trade certificate.

Councillor Richard Williams, Cabinet Member for Environment and Transport Southampton City Council, commented: “Gone, hopefully, are the days of the Arthur Daley type of motor trader in the towns. We want to make sure that by such schemes as Fair Trade, that there are no 21st Century Arthur’s using the Internet. I feel this is a really significant step forward to ensuring
fair and quality trade in motor vehicles moves forward for us all.”

Fair Trade has been developed for all practising motor retailers including traditional franchised and non-franchised dealers and car supermarkets.