DEFENDER IS THE ‘HOTTEST’ NEW CAR ON AUTO TRADER DURING FINAL Q1 PUSH
According to the latest data from Auto Trader, the Land Rover Defender 110 is currently the hottest brand-new car on its platform, driving more enquiries so far this month[1] than any other model. In fact, the Defender accounts for 6% of all total brand-new car enquiries sent to retailers in March to date, despite accounting for just 1% of the new car stock currently on Auto Trader.
The Defender’s not the only model within Jaguar Land Rover’s stable of brands[2] grabbing buyers’ attention in March – also featuring on the current top 10 list, is the Range Rover and Range Rover Sport, accounting for 3% of total enquiries respectively. As a collective, the Jaguar Land Rover brands are converting more advert views into retailer enquiries than any other marque; despite accounting for only 6% of all brand-new stock advertised on Auto Trader, it’s generated nearly one-in-five (17%) enquiries so far this month.
It’s not just premium 4x4s driving interest, however, so too are premium hatchbacks. The Volkswagen Golf is currently the second most in demand new car model on Auto Trader, which also accounts for 6% of enquiries month to date. Whilst it converted slightly fewer leads in total than the Defender, Auto Trader’s data reveals that the Golf turned significantly more heads over the period, receiving nearly 130,000 advert views in just three weeks, which is two and a half times more than the Defender, and more than any other model in March.
Of all the new models making the top 10 this month, the Honda e:Ny1 deserves extra recognition for its huge uptick in consumer engagement on Auto Trader. In fact, compared with the same period last month[3], the all-electric family SUV recorded a 19% increase in advert views, and a massive 684% boost in the number of enquiries sent to retailers. It’s due to its fantastic affordability, with headline finance offers falling below £200 a month, helping it to take around 11% of all new electric car enquiries in March, which is more than any other electric model (see table below).
The importance of affordability in driving consumer engagement for brand-new EVs is further highlighted by the fact the e:Ny1 is followed in popularity by the MG MG4 (accounting for 6% of all brand-new EV enquiries), and Peugeot E-208 (5%), all three of which are among the more affordable electric cars on the market. What’s more, based on electric models alone[4], 7 in 10 of the top 10 brands currently generating the most enquiries are volume marques (see table below). Of this list, BYD is also deserving of recognition; in just six months[5] the volume of advert views on Auto Trader for the Chinese brand has rocketed by over 131%, whilst enquiries have increased by 82%.
Since mid-2023, in response to improving levels of supply, brands have introduced more offers and finance deals to stimulate consumer demand, particularly for their growing array of electric models. Indeed, whilst the average discount applied to petrol and diesel models has remained relatively stable, increasing from 6.5% to 8.2% and 5.7% to 5.9% respectively between March 2023 and 2024, for electric vehicles, it’s increased from 4.9% to 10.9% over the same period.
Multi-channel marketing campaign driving new car enquiries.
To ensure its partners have had the best opportunity to profit during the key plate change of March, Auto Trader has helped them promote their new car deals to as broad an audience as possible with a new multi-channel marketing campaign. As well as targeting its existing 10 million monthly unique visitors, and more than 2 million social media followers and subscribers, the campaign is designed to bring more buyers than ever into Auto Trader to find their next new car. Running throughout March, it’s included homepage take overs, dedicated editorial and CRM content, bespoke YouTube videos featuring Rory Reid, and extensive social media activity across Instagram, TikTok, Facebook and X.
As the new car market dynamics change, buyers and sellers have increasingly turned to Auto Trader. Over the last seven months, the number of consumers viewing a new vehicle on its marketplace has increased 69%, whilst the number of retailers advertising on the platform is up 18% over the same period.
Commenting, Ian Plummer, Auto Trader’s Commercial Director, said: “The Land Rover Defender is truly one of the most iconic automotive models, thanks to its British legacy which dates back to 1947, and until recently, a largely untouched design that has attracted everyone, from royalty to farmers. Contrary to recent speculation, we continue to see huge demand for it on our marketplace for both brand new and used models alike.
“March remains the key new car sales month, so it’s reassuring to see such positive engagement on our marketplace, which given its scale, serves as a good barometer of potential market performance. A visitor who looks at new cars on Auto Trader who then submits an enquiry, typically goes on to order and take delivery. Since our new car metrics are growing at a pace that’s ahead of recent sales data, we can expect to see a positive flow through into deliveries in the weeks ahead.”
Most in demand new car models on Auto Trader in March ranked by enquiries – all fuel types.
|
Rank |
Make |
Model |
Share of stock |
Share of advert views |
Share of enquiries |
|
1 |
Land Rover |
Defender 110 |
1% |
1% |
6% |
|
2 |
Volkswagen |
Golf |
2% |
3% |
6% |
|
3 |
Land Rover |
Range Rover |
2% |
3% |
3% |
|
4 |
Land Rover |
Range Rover Sport |
2% |
2% |
3% |
|
5 |
BMW |
1 Series |
2% |
2% |
2% |
|
6 |
BMW |
5 Series |
1% |
2% |
2% |
|
7 |
Honda |
e:Ny1* |
<1% |
<1% |
2% |
|
8 |
MINI |
Hatch |
3% |
1% |
1% |
|
9 |
BMW |
M3 |
1% |
3% |
1% |
|
10 |
BMW |
X5 |
1% |
2% |
1% |
*Electric.
Most in demand new car brands on Auto Trader in March ranked by enquiries – all fuel types.
|
Rank |
Make |
Share of stock |
Share of advert views |
Share of enquiries |
|
1 |
Land Rover |
6% |
9% |
17% |
|
2 |
BMW |
14% |
24% |
16% |
|
3 |
Volkswagen |
8% |
7% |
9% |
|
4 |
Audi |
6% |
10% |
7% |
|
5 |
Hyundai |
5% |
3% |
4% |
|
6 |
Honda |
3% |
2% |
4% |
|
7 |
Peugeot |
3% |
3% |
3% |
|
8 |
Skoda |
4% |
2% |
3% |
|
9 |
MINI |
6% |
3% |
3% |
|
10 |
MG |
5% |
2% |
3% |
Most in demand new car electric models on Auto Trader in March ranked by enquiries.
|
Rank |
Make |
Model |
Share of stock |
Share of advert views |
Share of enquiries |
|
1 |
Honda |
e:Ny1 |
2% |
2% |
11% |
|
2 |
MG |
MG4 |
7% |
4% |
6% |
|
3 |
Peugeot |
E-208 |
3% |
2% |
5% |
|
4 |
Audi |
Q4 e-tron |
5% |
4% |
4% |
|
5 |
Audi |
RS e-tron GT |
1% |
2% |
4% |
|
6 |
BMW |
i5 |
6% |
6% |
4% |
|
7 |
Toyota |
bZ4X |
3% |
2% |
4% |
|
8 |
MG |
MG ZS |
5% |
2% |
4% |
|
9 |
Hyundai |
IONIQ 6 |
4% |
2% |
3% |
|
10 |
Porsche |
Taycan |
2% |
4% |
3% |
Most in demand new car brands (electric only) on Auto Trader in March ranked by enquiries.
|
Rank |
Make |
Share of stock |
Share of advert views |
Share of enquiries |
|
1 |
Honda |
3% |
3% |
14% |
|
2 |
MG |
14% |
7% |
13% |
|
3 |
Audi |
9% |
11% |
13% |
|
4 |
BMW |
18% |
21% |
12% |
|
5 |
Peugeot |
6% |
5% |
8% |
|
6 |
Hyundai |
9% |
8% |
7% |
|
7 |
Toyota |
3% |
2% |
4% |
|
8 |
BYD |
1% |
7% |
3% |
|
9 |
Kia |
6% |
8% |
3% |
|
10 |
Porsche |
2% |
4% |
3% |
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