Press release

Auto Trader launches new car advertising campaign

Auto Trader set to attract millions of new car buyers with bold new marketing campaign

  • Auto Trader launches multi-million-pound new car marketing campaign designed to reinforce Auto Trader’s position as the no.1 new car destination  
  • Campaign will reach 74% of all UK adults

Thursday 13th June 2019, LondonAuto Trader, the UK’s largest digital automotive marketplace is set to attract millions of new car buyers thanks to a bold new marketing campaign designed to reinforce its position as the number one destination for brand new cars.

Auto Trader research highlights that three out of four car buyers are open to buying a new car, but often face a challenging journey.  So much so that 60% give up their search for their perfect car, and simply ‘settle’ for a car choice that’s ‘good enough’ out of fatigue caused by the many confusing ‘noises’ that they hear during their car buying research. Auto Trader’s new car proposition aims to help retailers drive new car sales, by simplifying the journey.  

The new marketing creative depicts the modern-day new car buying experience, dramatising the often-conflicting opinions from friends and family, social media and changing government policies. As well as being exposed to 10,000 branding images every day, today’s car buyers face a constant stream of contradictory messages from national media, particularly around fuel, the economy and finance, represented by the squawking of all too familiar messages:  “PCP”, “buy diesel”, “don’t buy diesel”, “buy electric”, “falling pound” “good time to buy” “bad time to buy”.

Having launched on Friday evening on ITV1, the campaign will be live across television, radio, broadcast video-on-demand (BVOD), paid social and display advertising throughout June and July, followed by further support across traditional and digital radio later in the summer.

Estimated to be seen or heard a total of 541 million times by nearly three quarters (74%) of the UK’s adult population, the multi-million-pound investment marks the next step in Auto Trader’s commitment to provide retailers and manufacturers with the most effective channel to reach engaged new car buyers.

The campaign follows the recent launch of Auto Trader’s new car proposition. This enables retailers to promote their entire brand new car stock on its market place. Over one million unique potential buyers looked at brand new cars in May[1], doubling Auto Trader’s new car audience in just eight months. This highlights the consumer demand for a ‘one stop shop’ to compare offers from local retailers.

Ian Plummer, Auto Trader’s Commercial Director, said: “Ever since we first launched our new car proposition, we have always had one clear objective in mind: to be to new car what we are to used. Fundamental to that is creating a quicker and more transparent new car buying experience for consumers, and also providing real value to both our retailer and brand partners alike. By continuously evolving our offering and improving our product, we are edging ever closer to that objective.”

With 90% brand awareness and over 40 years of heritage in the UK, Auto Trader is already seen by 74%[2] of car buyers as their preferred destination for new car buying, with every new car advertised receiving 30[3] unique buyer views. This new approach to marketing creative aims to challenge perceptions about the brand even further, whilst landing the unique consumer proposition Auto Trader can offer as the UK’s largest automotive marketplace.

Whilst increasing awareness for Auto Trader as a new car destination, the brand will also be communicating messages that the cars are available to Drive Away Today and at Pre-haggled Prices, promoting the new car stock available in the UK immediately, as well as the price discounts on offer. These two consumer benefits are not well understood or communicated today.

Ian continued: “Whether it’s the abundance of complicated jargon, social media, technical reviews and acronyms that buyers don’t properly understand, or simply the advice from friends and family, consumers approach the new car journey full of confusing thoughts. Not only does it result in 60% of car buyers giving up the pursuit of the perfect car, but also hinders sales. As depicted in our new campaign, we aim to cut through the noise and make it simpler, more transparent and easier for consumers to find and buy brand new cars, and in the process help retailers and manufacturers alike grow their new car sales.”   

You can watch the advert here.

[1] Google Analytics data for May 2019

[2] Auto Trader Brand Tracker, February 2019

[3] Google Analytics data for May 2019.

The 2016 @forduk Ka (petrol manual) tops our Fastest Selling Index, closely followed by the 2016 @Mazda_UK CX-5 (diesel manual) and 2016 Mazda CX-5 (diesel automatic) #usedcars #fastestsellingcar #fastestselling #retail #autoretail https://t.co/1yT545WiYg https://t.co/3jQvuxg1oW
We know your focus is making sales quickly and profitably. That’s why our focus is making sure you have the power to make it happen by winning car buyer trust, providing useful insights, and cost-saving tools. Find out how we’re bringing #morepowertoyou > https://t.co/dP58kssS6e https://t.co/w0UUwgolgu
Great to have @MarcThornboroug and @nchking in the studio today with our new host, Kate Neil, talking about this year's Auto Trader awards - if you missed it, catch up on-demand now! 📺> https://t.co/wYkUoiIrz0 https://t.co/eTnideeBKi
Great to have Marc and Nick in the studio today with new host, Kate Neil, talking about this year's Auto Trader awards - if you missed it, catch up on-demand now!📺> https://t.co/wYkUoiIrz0 https://t.co/bncWFpuJlT
Retail Check helps you identify the best stock for your area and price vehicles to the live market versus your competition. Powered by data from over 8 million daily advert views, Retail Check provides real-time insights that help you sell more cars. Visit https://t.co/V00nb9xbCW https://t.co/lAlkYRrd53
Last chance to join our live webinar TODAY at 11am to find out how you can win a highly coveted Auto Trader award this year > https://t.co/wYkUoiIrz0 Here's how @CedarSpecialist, winner of last year's Rising Star Award have made the most of their win! https://t.co/a5ScI4WxWS
Our unrivalled reach gets your adverts in front of more potential buyers than anyone else. Just one of the many ways we're bringing #morepowertoyou - find out more here > https://t.co/dP58kssS6e https://t.co/bsytlEybOW
The @MINIUK model with the biggest growth in consumer demand was the Clubman, up 29%. Are you able to capitalise on this demand? Know your market. #automotive #atinsight https://t.co/4dM8Wfa6nY
Award season is quickly approaching and we want to give you the best chance of winning an award this year. Find out how you can win and grow your reputation with car buyers! Join our webinar on 18th Feb at 11am. Register now: https://t.co/wYkUoiIrz0 #cardealer #awards
Business Leader of the Year goes to Mark Mitchell of @MitchellGroupUK. Well Done Mark from all the team @AutoTrader_UK #AMAwards2020 https://t.co/gKFQrUEj0L

Auto Trader Group plc
Registered in England (Company number: 09439967)

Auto Trader Limited
Registered in England and Wales (Company number: 03909628)

Registered address:

1 Tony Wilson Place
Manchester
M15 4FN
VAT number: GB 614 8918 20

Keep in touch

We use social media to speak to the UK’s largest car buying audience