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Auto Trader And What Car? Unite To Revolutionize UK's Automotive Retail Landscape
Auto Trader and What Car? have extended their partnership to enhance the new car buying experience. Starting in October, all 20,000 in-stock and 'available soon' brand-new cars on Auto Trader will be accessible on What Car?. This collaboration aims to create a seamless journey for consumers from researching to purchasing their next new car.
The partnership will replace What Car?’s current ‘New Car Deals’ configurator with a new display and search function powered by Auto Trader. This will allow consumers to access 20,000 in-stock brand-new cars daily. Selecting a car will transition the consumer to Auto Trader’s platform to complete their purchase.
Since July 2022, Auto Trader has powered used car listings on What Car? and Autocar. The extension now includes new cars, providing What Car?’s audience access to nearly 20,000 new cars daily, along with 37,000 nearly new and 430,000 used cars. This integration aims to remove traditional pain points in the car buying process.
Retailers and brands will benefit significantly from this partnership. They can engage with a highly qualified audience at the beginning of their car buying journey through a single Auto Trader contract. This collaboration extends the reach of their stock to more engaged consumers, driving more sales.
Auto Trader’s partners already enjoy around 2 million monthly visits to its new car platform and 6.5 million daily searches. The partnership will further extend this reach, helping retailers influence consumers earlier in their buying journey.
Marketing Campaign
The partnership comes at a time when the new car market faces growing challenges. It follows Auto Trader’s largest marketing investment aimed at stimulating retail demand for new cars. Over six months, a multi-million-pound campaign will reach an estimated 96% of the UK population 35 times across various media formats.
Catherine Faiers, Auto Trader’s Chief Operating Officer, commented: "Combined with our significant new car consumer marketing campaign, bringing together two of the UK’s most influential automotive brands marks a very important step in our commitment to helping our partners meet the challenges of the new car market."
Consumer Trust
Both Auto Trader and What Car? are among the UK’s most trusted automotive brands. A recent study showed that nearly three-quarters of respondents would visit these sites first when looking for their next car. For new cars specifically, more than half would choose either site as their first destination.
Rachel Prasher, Managing Director of Haymarket Automotive, publisher of What Car? and Autocar, said: "Building on the success of our used car partnership, we are delighted to now be working with Auto Trader on new cars too."
About Auto Trader
Auto Trader Group plc is the UK’s largest automotive platform listed on the London Stock Exchange since March 2015 and is part of the FTSE 100 Index. Its purpose is "Driving Change Together. Responsibly." The company focuses on creating a diverse culture and promoting environmentally friendly vehicle choices.
Auto Trader's marketplace sits at the heart of the UK car buying process with industry-leading technology and data platforms used across the automotive industry. It publishes a monthly used car Retail Price Index based on pricing analysis of around 800,000 unique vehicles.
About What Car?
What Car? is the UK's leading consumer motoring champion and new car deals platform. It reaches buyers through its magazine, website, video channels, and social media. Known for comprehensive reviews and trusted advice for over 50 years, it attracts 2.3 million unique users monthly.
The platform has invested heavily in digital infrastructure with a new ecommerce platform allowing users to chat online with dealers. Its unique Target Price discounts form the basis of deals updated daily.
This extended partnership between Auto Trader and What Car? aims to redefine how consumers buy new cars by offering an integrated experience that combines research with purchasing capabilities on one platform.
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