LONDON — Frank has won the PR brief to launch used car marketplace Heycar, which is backed by Volkswagen and Daimler, in the UK.

The UK is Heycar’s second market, after being launched in Germany in 2017, and Frank will support the new brand with consumer PR and corporate communications.

Heycar’s aim is to bring greater “transparency and consumer trust” to the used car industry, which is estimated by the Society of Motor Manufacturers and Traders to be worth around £50bn a year in the UK. The company launches with a portfolio of 100,000 used cars, via selected dealers.

The company is owned by Mobility Trader Holding, whose shareholders are Volkswagen Financial Services and Daimler Mobility.

The win, which Frank was unable to comment on, joins other new accounts for the agency including The Book People