London, 21st August 2024: As the automotive industry faces increasing challenges in the new car market, Auto Trader has announced its most significant marketing investment to date. The “Found AT” campaign, launching ahead of the crucial September plate change, aims to drive a substantial increase in engaged buyers for the 20,000 brand-new and 37,000 nearly new cars listed on Auto Trader’s platform.
Auto Trader’s latest initiative reflects its ongoing commitment to supporting retailer and brand partners as they navigate a market characterized by new regulatory targets, softening retail demand, and an uptick in vehicle supply. With a multi-million-pound budget, the “Found AT” campaign is set to reach approximately 96% of the UK’s adult population at least 35 times over the next six months. This “always-on” approach marks a significant milestone in Auto Trader’s efforts to stimulate the new car market.
Supporting Retailers in Challenging Times
The campaign was developed in close consultation with retailers, ensuring that the messaging resonates with both the market’s needs and the consumer’s desires. Retailers played a crucial role in shaping the tone and approach of the campaign, which not only emphasizes the ease and transparency of purchasing a car through Auto Trader but also highlights the wide array of vehicles available, with no wait times.
Ian Plummer, Auto Trader’s Commercial Director, emphasized the significance of this campaign, stating, “As the new car market dynamics change, and the industry faces a growing array of challenges, not least the mounting pressure from EV targets, this new campaign highlights our unwavering commitment to our partners.”
Addressing Electric Vehicle Demand
One of the critical focuses of the “Found AT” campaign is to reignite consumer interest in electric vehicles (EVs), an area where demand has plateaued despite the increasing pressure from Zero Emission Vehicle (ZEV) targets. The campaign will include dedicated TV spots and digital advertisements that highlight Auto Trader’s successful monthly EV giveaway, which has generated significant excitement with over 12 million entrants and 44 EVs awarded as prizes over the past four years.
Bridging the Gap Between New and Used Car Buyers
The campaign also aims to convert undecided buyers who are open to either new or used cars. According to Auto Trader’s research, over 31% of visitors to its platform are undecided between purchasing a new or used car. With a total of 450,000 new, nearly new, and used cars advertised daily, Auto Trader provides a comprehensive platform for buyers to compare and make informed decisions.
John Smyth, Director of Swansway Motor Group, commented on the campaign’s impact: “The new campaign is another big commitment from the team, and it’s come at exactly the right time for the market; we’re excited to see it come to life.”
Reaching a Wider Audience
The “Found AT” campaign will utilize a mix of digital, out-of-home, and traditional media to engage a broad audience. It includes a 30-second advert directed by award-winning advertising director Glenn Kitson, which will air across major networks such as Channel 4, Sky, and ITV, as well as in cinema trailers for some of the year’s biggest blockbuster films. The campaign will also leverage Auto Trader’s owned channels, including its website, app, email, and social media platforms, to reach its 11 million unique monthly users and 5 million followers.
In a bid to support all new car retailers, Auto Trader is offering a free two-month trial of its new car platform to those not currently advertising their stock, ensuring that they can benefit from the increased visibility during the September plate change.
With this significant investment, Auto Trader is positioning itself as a crucial player in revitalizing the new car market, offering both retailers and buyers the tools they need to navigate the current challenges and emerge stronger.
