Supporting consumers

Before switching to EVs, consumers need accurate information. However,
myths and misinformation have influenced their views. To counter this,
we, along with the Society of Motor Manufacturers and Traders and Charge UK,
have launched an initiative endorsed by the Department for Transport.
‘The Facts’ provide accurate data on the price, running costs, eco-credentials,
fire risks, and charging of EVs, aiming to build consumer confidence.

Our goal is to ensure a fair and equitable transition to EVs. To aid this,
we researched the EV gender gap and created the report ‘No Driver Left Behind:
Women and the journey to electric’. This has been well-received and featured
on national TV, radio and online media and has been shared throughout
the industry. Multiple Government departments and manufacturers have
requested sessions on this topic.

Helping consumers make more environmentally friendly vehicle choices

Our aim is to support consumers to make more environmentally friendly vehicle choices which means we will focus on:

Normalising sustainable choices through surfacing content and information on our site to grow consumer confidence around electric vehicles (‘EVs’).
Developing reviews and YouTube videos that help to educate and inform car buyers about EVs.
Promoting EVs as part of our wider marketing activity, including our monthly EV giveaway.
Sharing ’The Facts’ about owning and running an EV with consumers via owned and earned channels.

Evolving our dedicated EV hub

The dedicated EV hub on our marketplace makes it easy for consumers to access articles, reviews, advice and videos on electric vehicles. We also present the facts regarding cost of ownership ensuring they have all the info they need to make the correct purchase decision, for them. Cutting through the jargon, we cover all of the pertinent topics, including:

Charging at home
Charging on the go
Range
Understanding the jargon
Battery life

Find out more

Leveraging the popularity of podcasts

We've launched our first ever consumer facing podcast, Show on the Road. The brand-new celebrity packed series marks another significant investment in creating greater brand engagement among consumers, and to drive even more car buyers to our retailer partners’ stock.

The eight-part series, hosted by celebrated motoring journalist and Auto Trader presenter, Alex Legouix, takes celebrities out of the studio for a personalised road trip around the places that shaped them, from their old school to their favourite chip shop.

Show on the Road podcast

Listen here

Refreshed marketing campaigns

EVs have been a key marketing focus in the year, with new partnerships formed and campaigns launched. The EV monthly giveaway continued and achieved over 3.5 million entries, and we achieved a Guinness World Record which saw the team host the largest online quiz to promote EVs. We developed ‘Electric Sceptics’, our first original social content series with full marketing mix support, and signed a three-year partnership with Green.TV Media to build association with EVs, both with consumers through their World EV Day and EV Live events and with the industry at the EV Summit.

Initiatives such as these help ensure we continue to stay the most relevant marketplace for consumers looking to buy and sell their vehicles, be that electric
or not.

EV monthly giveaway

Find out more

No driver left
behind

To progress our work to ensure No Driver is Left Behind
in the electric transition, we’ve executed multiple campaigns
in the consumer lifestyle space. By launching multiple media
partnerships with titles including the Guardian, Cosmopolitan
and Good Housekeeping, we surfaced Auto Trader’s electric
content to new audiences, specifically in the lifestyle and
women’s press. By establishing relationships in these sectors,
we have also increased the volume of PR coverage in women’s
lifestyle titles, a key goal of our electric communications strategy.

We also launched new podcast adverts that directed listeners
to Auto Trader’s EV Hub; these adverts appeared on Parenting
Hell and The Receipts, bringing electric vehicles into the
conversation in a lifestyle environment.

Also in this section

Our operations

Our strategic ambition is to minimise our impact on the environment, thereby protecting our business from the impact of climate change. Our aim is to be net zero by 2040.

Partnering with our industries & influencing Government

Our aim is to influence the UK Government, and partner with and support the automotive and technology industries in their own transition towards a low carbon economy.

TCFD reporting

Climate change and how we are responding to the risks and opportunities that it poses are at the forefront of the minds of our investors, regulators and other stakeholders of our business.