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Auto Trader delivers new car search function

Auto Trader has expanded its online listings via a new proposition which will now advertise thousands of brand new cars.

The ‘virtual stock’ – the vehicles may not physically exist at the dealership at the time of search – covers every make and model currently available in the UK market, according to the online retail specialist.

Buyers will be able to browse multiple variants, colours and other optional extras, refining their choice before contacting a UK franchise dealer of their choice.

Auto Trader’s new car proposition has prompted the appointment of Marc Palmer, previously of Ford, Hyundai, Mercedes-Benz and Nissan, to help spearhead manufacturer relationships and help identify the current challenges held by car makers.

Palmer, Auto Trader’s new manufacturer brand director, said: “There are clearly many benefits for consumers looking for a new car on Auto Trader with the introduction of every new car available – but this new proposition also opens up a huge new car audience on Auto Trader for car manufacturers, the scale of which they simply may have been unaware of before.”

Palmer, who comes to Auto Trader with over 15 years of manufacturing experience with car brands, adds: “Manufacturers do not often speak to the buyer who is undecided when it comes to new or used vehicles, but now they can do just that, in an environment that hosts the UK’s largest audience of car buyers.”

Auto Trader digital director, Chris Ward, said: “We’re delighted to have Marc, and all of his experience here at Auto Trader, as it will help us further understand the challenges of car makers.

“Marc’s appointment and the new car offering will both help us provide more innovative advertising solutions that meet the needs of our customers, led by a detailed understanding of the consumer car buying behaviours of our vast new car audience.”

Kantar research revealed that 64% of new car buyers already visit Auto Trader and the marketplace has continued to develop its new car proposition, not only allowing manufacturers to advertise brand new stock but also updating its consumer search functionality.

Auto Trader research showed that 60% of all car buyers are open to considering a brand new vehicle, with a third of all buyers open to new or used.

Therefore, the introduction of virtual stock will give consumers more choice when in the market for their next car, opening up all available options across new and used models.

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