Auto Trader has formed a partnership with Reevoo in a bid to drive user generated content to the forefront of its adverts.
Initially the partnership will see Reevoo provide Auto Trader with feeds of its dealer reviews, which will appear on the its website alongside Reevoo’s Trustmark to signify that the reviews have come from confirmed customers.
Later, Auto Trader is expected to expand to the Reevoo presence to include customer car reviews, community Q&As and bespoke content to Autotrader.co.uk.
Auto Trader believes that the new offering will complement its existing content to provide customers with an improved experience.
Karolina Edwards-Smajda, Auto Trader’s retailer and consumer product director, said: “We know that unbiased dealer reviews are extremely important for consumers when making the decision about who to buy a car from.
“Reviews influence over two million car purchases a year, which is why we launched the review platform in 2015.
“Reevoo, with its network of over 1,200 dealerships and 14 OEMs, will play an important part in helping our customers offer even greater transparency which is vital in building trust with today’s digitally-minded car buyers.”
Marina Cheal, chief marketing officer at Reevoo, said: “Auto Trader has an illustrious career spanning more than 40 years – it has maintained its position at the forefront of the market with several generations of car buyers, and our new strategic partnership demonstrates it is committing to continued innovation.
“UGC helps foster trust and transparency between brands and consumers, and Auto Trader’s large-scale embrace of this type of content will ensure it keeps pace with the changing expectations of its audience.”