Times Newspapers will offer free print and online advertising to private individuals selling cars from Sunday.
The free newspaper advertisements will consist of a title, a two-line description and a "carlocator" number to enable readers to find more details on Times Online.
The offer, which applies only to advertisements booked online, is limited to one advertisement per individual each quarter.
For a fee, advertisers will be able to enhance their advertisements with more information, choose more prominent positioning or advertise in Times Online's Driving bulletin, which the newspaper group says has 40,000 subscribers.
Times Newspapers said the scheme is intended to increase its share of the motor advertising market, and to "develop the relationship between the newspapers and Times Online".
"The offer speaks to our unified publishing strategy to maximise the combined benefits of print and digital wherever possible," said Times Newspapers classified and online advertising director David German.