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Directory to discounts

Published:Sunday | December 21, 2014 | 12:00 AMChad Bryan
Contributed A screen shot of Jamaica Auto Directoir's website in 2010.

Automobile owners will soon be able to benefit from discounts, with the availability of an automotive coupon magazine to be launched next year February.

The coupon magazine is being done by Jamaica Auto Directory and consumers will be able to access approximately $1,000,000 in savings on goods and services from automotive sector businesses through the offerings in the book.

"What we want to say with the book is give me a $1,000,000 worth of deals. We are going to have some safety articles in there and some statistics on road accidents that happen in Jamaica, among other things," said Gary White, chief executive officer of the Jamaica Auto Directory.

Wide selection

The coupons will come from a cross section of players at different levels within the automotive industry, both within and outside of the Corporate Area. For example, used-car dealer McKoy's Auto will be offering $100,000 off motor vehicles at specific sales prices. On the car repair and servicing side of the business, McGann's Auto Place will be offering up to 30 per cent off some auto repairs. In terms of parts sales, major sponsor Excel Auto is offering a 15 per cent reduction.

Next year's publication marks a step from the online to the physical format. "We have the Jamaica Auto Directory, but outside of having this online, everybody outside wants a deal. So we decided to go out to the persons listed in the auto directory and try to see if we could get discounts for persons who will be utilising the services," said White in outlining the genesis of the publication.

The new direction being taken by the Jamaica Auto Directory is strategic, designed to drive traffic to various players within the automotive industry.

The online directory was started in 2010. It was started because of the limited access to and use of formal advertising by small businesses operating in the automotive sector, with the listing created by collecting business cards. In July 2010, Automotives reported that Gary White's wife, Josephine Ulett-White, kept a collection of business cards related to his trips across Jamaica.

"My husband used to sell auto parts and lubricants islandwide. We realised that most persons (in the auto business) were not listed in the directory," Ulett-White said. "That was part of the reason why this was born.

"At that time, the website,, had gone past its initial objective of having 200 auto business professionals signed up." Ulett-White told Automotives she was surprised to find that many of the businesses were not listed formally, the owners saying that the cost was a reason. As the business card collection grew, the idea of a Jamaica Auto Directory developed.

Among the 25 categories listed in that start-up phase were Driving School, Electrician, Motor Rewinding, Plastic Repairs, Upholstery, Vehicle Graphics and Welding Services. Searches can be done by specific parishes.