Autotrader invests in reaching the next generation of car buyers
7th October 2025: At a time when the retail market is becoming increasingly complex and competitive, Autotrader has launched a new multi-million-pound brand campaign designed to ensure the UK’s largest automotive platform is front of mind among younger buyers at the time of choosing a new vehicle. Beginning this week, the major marketing investment will run ‘always on’ until March 2026, reaching 96% of 25-34-year-olds throughout Q4 and Q1, pivotal car researching and buying periods for the market.
The ‘It’s time for Autotrader’ campaign has been created to reinforce the tech company’s position as the go-to destination for car-buying and selling, whatever part of the journey a consumer is thinking about or whatever is going on in their life that means they might need a new vehicle. Whilst the campaign has a broad audience appeal, it’s been carefully tailored to target 25–34-year-olds, which as Autotrader’s research1 highlights, is a vital segment of the market, with 92% believing car ownership is important.
Autotrader’s research also shows that younger buyers are the least confident demographic when purchasing a car. And whilst visiting retailers in person remains essential to this age group, they’re already embracing a blended experience that incorporates tech and Artificial Intelligence (AI) in their buying journey. In fact, one in five are already using chat services when buying their last car, compared to just 1% of over 55s2, and nearly 90% would welcome additional AI features.
By driving more younger buyers onto its platform and addressing their need for greater support and reassurance though its technology and innovative solutions, Autotrader’s aim is to help its retailer partners unlock even more of this prime car buying audience.
The retail market continues to show huge resilience but we’re continually looking at where and how we can invest to drive performance for our partners. Whether that’s through our technology, our data, our insights, our partnership, or through these big marketing investments, we’re always looking at how we can make a difference. This campaign will target what we know is a crucial audience for our partners; by using the strength of our technology and our trusted brand, we’re confident we can really help move the dial during what is a vital period for the market.
Given younger buyers’ propensity to use AI, the campaign’s creative was developed with an AI-first approach, using an innovative blend of production approaches to cast and craft each scenario. It features everyday British life that gets people pondering the need or want for a new car, from expectant parents and awkward dates, to longing looks at red lights and uncomfortable road trips.
To engage with the newest generation of car buyers, ‘It’s time for Autotrader…’ will be delivered across a broad mix of media beyond traditional channels, including digital radio, podcasts, and ‘out of home’ advertising (billboards, bus stop adverts, and digital screens in public spaces), supported by video, display, streaming, and social content.
The campaign will also target Autotrader’s total audience of 11 million unique monthly users, as well as the five million followers and subscribers to Autotrader content. Indeed, to help engage and influence at all stages of the car buying journey, the campaign will also live on Autotrader’s owned channels and platforms including onsite, email, in app, and search, as well as organic social activity across YouTube, Facebook, Instagram, and TikTok.
The ‘It’s time for Autotrader…’ campaign officially launched on the 6th October and will run until March 2026.
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