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Auto Trader rebranded as part of new CEO's modernisation

Auto Trader logo

Auto Trader has unveiled a new logo (pictured), part of a modernisation plan under its new boss.

From today, will begin to roll-out a new logo designed to "appeal to a broader set of consumers and better reflect the digital landscape in which Auto Trader now operates".

And Boxing Day will see the premiere of a television campaign called 'Hello Goodbye', which highlights the simplicity of buying and selling.

The commercial features performers jumping and swapping between cars while in traffic designed to signify the ease and simplicity of car search and selection on the Trader portal.

“We’ve already come a long way in modernising our business, but there is still much work to be done,” said chief executive Trevor Mather.

“Auto Trader enjoys a leading market position and we need to ensure it remains the first choice for private consumers, as well as an essential trading partner for today’s digital dealers. That means listening to all our customers, investing and improving our products and services, and taking steps to modernise and simplify the Auto Trader brand.”

Recently Mather said the company had to address the "anger and annoyance" of its dealer customers and was making steps to change Trader's business offering and internal culture to achieve this. Read here.

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