Nationwide Insurance is using the mobile channel to solidify its ?Nationwide is on your side? promise to consumers.

The car insurance company has introduced Cartopia, a free iPhone application for car shopping that also works on the iPod Touch. The new application helps car shoppers access unbiased information on specific cars from multiple reliable sources to help choose the new or used car that?s right for them.

?Mobile is a significant part of our overall marketing strategy and its one of the biggest growth areas for us as we shift our media mix and messaging,? said Susan McManus, associate vice president of interactive marketing at Nationwide, Columbus, OH. ?In terms of branding it?s a very modern way that we are showing we are on your side.

?The application is very much a brand play in the sense of showing our brand promise,? she said.

Shoppers can enter the make and model of a vehicle they are considering to see unbiased safety, pricing, payment and other valuable information.

They can also enter the vehicle identification number (VIN) to get free AutoCheck vehicle history scores from Experian Automotive for up to six specific used cars each month ? all on their iPhone or iPod Touch, right there on the dealer?s lot.

Along with helpful car buying tips, Cartopia provides unbiased safety information, used vehicle history scores, trade-in value, retail and dealer invoice pricing, an estimated monthly payment calculator, and helps car buyers request a quote for loan rates or car insurance from Nationwide.

Nationwide partnered with the Insurance Institute for Highway Safety, Experian Automotive and IntelliChoice to provide respected third-party information for car buyers seeking to make the best purchase decision.

This new iPhone car buying application also allows car shoppers to add notes and store multiple pictures of vehicles being considered. Later they can sort by self-defined criteria when ranking and comparing cars.

Cartopia follows the successful launch of the Nationwide Mobile iPhone application earlier this year.

Nationwide Mobile, the first application of its kind from an insurance company, provides a tool kit that helps customers begin the claims process conveniently on their iPhone or iPod touch.

To date, Nationwide Mobile for iPhone has been downloaded more than 82,000 times and 248 auto insurance claims have been initiated through the application.

?The strategy is that we know that when people are shopping for cars they research and they shop for an auto loan and insurance and we wanted to be further upstream in the process so that nationwide can be there during the shopping process,? Ms. McManus said.