Press release

Former Top Gear host Rory Reid joins Auto Trader

Former Top Gear presenter, Rory Reid, joins Auto Trader as YouTube Director

  • Auto Trader is evolving its content offering to play a more powerful role for the brand on multiple channels
  • Auto Trader will introduce new and exciting editorial and entertainment formats to reach new audiences and grow deeper engagement with existing ones

Auto Trader, the UK’s largest digital marketplace for new and used cars, has hired former Top Gear presenter, Rory Reid, as its new YouTube Director.

Rory has joined Auto Trader from the BBC, to drive the brand’s video content strategy forward with the aim of acquiring new audiences and driving deeper engagement with existing ones. Auto Trader is investing significantly to match its ambition of rivalling front-running automotive YouTube channels and will introduce brand new editorial and entertainment formats to achieve this.

Rory’s appointment signals the first step in Auto Trader shaking up its content output, the news of which was announced by Rory himself today on Auto Trader’s YouTube channel.

Rory will regularly present entertaining and innovative car content on Auto Trader’s YouTube channel, from new car reviews and consumer advice, through to supercar drag races and exciting challenges such as off-roading adventures. This is part of the brand’s strategy to mix up how it presents content across desktop, mobile and social channels.

Ian Plummer, Commercial Director at Auto Trader, said: “Rory’s hire demonstrates the importance of content to the business and how influential we think it will be in the future too.”

Rory Reid said: “I am absolutely thrilled to join Auto Trader. Like many car lovers, Auto Trader has been a near-permanent fixture on my phone and web browser for as long as I can remember, so having the opportunity to help shape the direction of this enduring brand’s video content is a true career highlight. We plan to deliver a creative, ambitious video offering that we hope viewers will love. Watch this space!”

- ENDS-

About Auto Trader

Auto Trader Group plc is the UK and Ireland's largest digital automotive marketplace. Auto Trader sits at the heart of the UK's vehicle buying process and its primary activity is to help vehicle retailers compete effectively on the marketplace in order to sell more vehicles, faster. Auto Trader listed on the London Stock Exchange in March 2015 and is now a member of the FTSE 100 Index.

The marketplace brings together the largest and most engaged consumer audience. Auto Trader has over 90% prompted brand awareness and attracts circa 50 million monthly cross platform visits each month, with over 70% of visits coming through mobile devices.

The marketplace also has the largest pool of vehicle sellers (listing around 450,000 cars each day). Around 80% of UK automotive retailers advertise on autotrader.co.uk.

For more information, please visit http://about-us.autotrader.co.uk  

For more information, please contact:

Rebecca Nassiri | Rebecca.nassiri@autotrader.co.uk   

Tomorrow we’ll be announcing which retailers are #athighlyrated for 2020! Those that qualify will be receiving packs to promote their success to car buyers online and in their showrooms this week - stay tuned to find out if you’re highly rated! https://t.co/j2zk8dJSli
Missed this week's webinar with special guest @vertumotors? Well fear not - the whole webinar is now available on demand at https://t.co/A8vB2i49FU https://t.co/fpMbEkaRgB
Driving long distances? Well the best car for the job is the @UKVolkswagen Golf which scooped the Best Car for Long Distances award at the Auto Trader New Car Awards 2020. Find out what owners said at https://t.co/TAtdeRojpZ https://t.co/4Sj9ANaFK6
For those looking for a 7 seater you can do no better than the @VolvoCarUK #XC90. That's according to the 181,000 car owners who voted it the best 7 seater in this year's Auto Trader New Car Awards! https://t.co/M7t1X3Ic9S https://t.co/csJOtcU63N
Exactly one week ago @MrRoryReid & @ErinBakerMotors announced the winners of the Auto Trader New Car Awards – revealing the best #newcars in the UK according to over 181,000 car owners! You can check out the #award winners at https://t.co/FMgf5HByCM #ThrowbackThursday https://t.co/CLdSORmOV0
Exactly one week ago when @MrRoryReid & @ErinBakerMotors announced the winners of the Auto Trader New Car Awards – revealing the best #newcars in the UK according to over 181,000 car owners! You can check out the #award winners at https://t.co/FMgf5HByCM #ThrowbackThursday https://t.co/SAFHIczDhl
#Dacia have done it once again! The @daciauk Duster once again won the Best Value New Car at the Auto Trader New Car Awards 2020 - an award they also took home in 2019! https://t.co/vf00Z0g60W https://t.co/rn5qZX59Gh
We've seen a record number of #newcar and van #leads with new car retailers enjoying a massive 91% monthly increase in leads! Discover the latest new car data and how to drive even more leads as we see demand continue to spike now > https://t.co/8l2Mkx0ldn
Big thanks to everyone who joined today's webinar and of course to our guest speaker @vertumotors!
Reminder that next week we'll be launching #ATHighlyRated! Retailers who met the criteria will be receiving a pack next week to promote their achievements to consumers. https://t.co/UJgS71ytoP

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