AUCKLAND, Today: NZME has just signed an MOU with Gumtree Group to explore launching a competing digital marketplace in New Zealand’s booming automotive market, currently dominated by just one major player.
Michael Boggs says, “With New Zealand’s automotive listings market thought to be worth around $125.3 million* in revenue annually and currently dominated by a single player, we see this as an opportunity for NZME to be a strong competitor in this market, securing share to further grow our business.”
Boggs adds that dealers have been clear—they want more choice and value. With OneRoof’s success in the real estate space, NZME believes it’s well-positioned to shake things up again.
Gumtree, which owns well-known names like Gumtree Cars, Carsguide and Autotrader, approached NZME last year after an introduction by NZME shareholder Roger Colman, pitching an exciting proposal.
The idea is to blend NZME’s massive audience and media reach with Gumtree’s proven tech platform, creating a compelling alternative for both car dealers and consumers alike.
“This initiative represents another step in NZME’s transformation into a leading digital business, leveraging the skills and talent of established market leaders and technology partners.” – Michael Boggs
The partnership also includes content sharing—NZME’s Driven Car Guide will feature selected Carsguide reviews, and the companies will split the advertising revenue generated from it.
In addition, NZME will resell Gumtree’s digital advertising inventory across its multi-platform network in New Zealand, giving advertisers even more reach.
Tommy Logtenberg from Gumtree says this partnership is a huge chance to finally bring some real competition into New Zealand’s online car marketplace, tapping into Gumtree’s strengths.
The MOU sets out a two-stage plan: first to evaluate the idea, then potentially roll out the new platform if all goes well, giving NZME another growth channel.
Boggs says this aligns perfectly with NZME’s broader strategy to expand into high-value verticals like property and now automotive, driving shareholder value and meeting customer needs.
“This initiative represents another step in NZME’s transformation into a leading digital business, leveraging the skills and talent of established market leaders and technology partners,” says Boggs.
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