Backed by a £15 million launch advertising campaign, Direct Line, the direct-selling insurance subsidiary of the Royal Bank of Scotland, today flailed into the UK’s burgeoning online car sales market.

Branded [‘jamjar’ = Cockney rhyming slang for ‘car’], e-commerce managing director Oliver Prill said he believed jamjar could capture a significant share of the online car market: "The brand and the financial spending commitment we have made will separate us from the other players in the online car market," he claimed. Direct Line plans to invest £50 million over four years in building its online dealership.

UK cyberspace is far from uncrowded by auto hucksters, with an estimated 650 car sites battling for a slice of the action – including, a non-profit site set up by the Consumers' Association.

News source: The Times (London)