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, London – Auto 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, 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% of car buyers as their preferred destination for new car buying, with every new car advertised receiving 30 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.
 Google Analytics data for May 2019
 Auto Trader Brand Tracker, February 2019
 Google Analytics data for May 2019.