Digital garage platform Regit has announced a partnership with City AM to produce the publication's motoring content and integrate digital ownership features.

The arrangement aims to place automotive brands directly in front of the publisher's senior corporate audience. City AM, the London-based free business newspaper distributed in the City and Canary Wharf, attracts 2.5 million monthly readers, 65 per cent of whom operate in chief executive and senior executive positions.

The deal reflects a broader shift in publishing, where titles increasingly partner with data-driven platforms to bundle commercial services — such as lead generation and reader tools — alongside traditional editorial, as advertisers seek more measurable routes to specific audiences.

Regit runs a digital garage platform that helps vehicle owners track vehicle records, arrange maintenance, and complete sales transactions online. The Macclesfield-based firm, originally founded in 2007 as Motoring.co.uk, collects first-party data across the entire vehicle ownership period to provide commercial data solutions for vehicle manufacturers. First-party data has grown in commercial value across the advertising industry as third-party tracking mechanisms such as cookies are phased out by major browsers.

Regit and City AM Partnership

The platform integration will give readers access to vehicle valuation services alongside official checks for emissions zones, vehicle taxation, and roadworthiness testing. The emissions-zone check is particularly relevant to London readers, where the expanded Ultra Low Emission Zone (ULEZ) applies charges to non-compliant vehicles across all London boroughs.

Commercial partners will be able to reach readers through display advertising, promotional editorial articles, print media, and targeted email campaigns.

The agreement also includes direct commercial pipeline support through vehicle test-drive requests and brochure distribution.

Regit operates its own platform base of more than 4 million drivers, adding 50,000 users per month. The digital system tracks over 300 unique data points per vehicle to assess buyer timing and interest in specific vehicle models.

This detailed profiling enables vehicle manufacturers to target prospective buyers ranging from electric vehicle switchers to family car buyers. The joint venture provides an exclusive route to market for car makers launching new production models.

Chris Ashton-Green, Founder and CEO of Regit, said: "This partnership puts our partners' campaigns in front of an audience with real purchasing power. When a manufacturer is launching a new model or wants to generate enquiries and test drives, Regit and City AM can exclusively offer an extremely attractive route to market.

"The Regit brand has exponentially grown through TV and outdoor advertising with partners Sky and iMedia, while our work with DBS Data, Blis Telco and Rhino have reshaped how the industry reaches customers both online and offline as well as through precision data targeting and at in-person events.

"City AM is the next step in that growth, and we're excited about what it means for our partners."

Rupert Hargreaves, COO at City AM, said: "We are thrilled to partner with Regit to elevate our motoring coverage. By integrating their industry-leading digital garage tools and data capabilities with our engaged, affluent audience, we are providing a powerful new platform that adds genuine value for both our readers and automotive partners."