Regit, the Manchester-based ‘digital garage,’ has announced a partnership with DBS Data, an Essex-HQ’d leader in targeted offline communications and advertising.
The collaboration will transform how brands in the automotive space engage with motorists by leveraging Regit’s first-party vehicle insights from over 4m motorists to deliver highly personalised, data-driven campaigns.
DBS Data is known for its expertise in data planning and full-service direct marketing. By integrating Regit’s vehicle data with DBS’ extensive household database, the pair will enable brands to reach audiences with pinpoint accuracy.
As part of the partnership, Regit and DBS Data will securely match anonymised data to create comprehensive customer profiles. These insights will be tailored to meet specific brand objectives, such as targeting petrol and diesel vehicle owners considering a switch to hybrid or electric, identifying high-value car owners, or reaching motorists impacted by Clean Air and Low Emission Zones. Additionally, the data will help engage drivers looking to transition to a greener, cleaner vehicle.
Through the collaboration, automotive brands can now create highly targeted campaigns for products such as insurance, extended warranties, servicing packages, and accessories. This ensures motorists receive relevant updates throughout their car ownership lifecycle, including reminders for expiring insurance policies or upcoming MOTs.
One significant shift where the collaboration will provide value is the transition to electric and hybrid vehicles. As more internal combustion engine owners take their first step toward electrification, the partnership aims to deliver timely, relevant messaging that supports consumers at every stage of the journey. This is a huge opportunity for brands given that 59% of motorists will choose an electric or hybrid as their next car.
Rob Carnaby, head of agency & OEM Partnerships at Regit, said: “We hold first-party data on millions of UK motorists, and a key part of our strategy is using these insights to help our partners engage more effectively. With our data, we can identify exactly where a motorist is in their car ownership lifecycle and whether they’re considering their next vehicle, if they need help and support with clean air zones or if they’re exploring the switch to a lower emission vehicle.
“Our partnership with Sky Media was a world first in automotive, and now, with DBS Data, we’re extending that capability into offline communications. By combining our insights with DBS Data’s expertise, we can deliver truly tailored campaigns. Our work with them will unlock new opportunities for brands to connect with drivers in meaningful ways.”
DBS’s head of growth, Dan Barnett, added: “We have a proven ability to reach households in a targeted and engaging way. Together with Regit’s unrivalled vehicle data we can help automotive brands reach the right audiences with the right messages at the right time – whether that’s supporting EV adoption or offering aftersales services.
“For example, Regit’s data shows how over three quarters (76%) of consumers expect to be less brand loyal in the EV era. Brands working with DBS Data can leverage Regit’s insights to identify key moments in the car ownership journey, enabling them to educate, engage and influence purchasing decisions more effectively.”
