Press release

AutoTrader records bumper February as consumer visits continue to out perform all other classified sites

2016 marketing campaign sees busiest February ever with 59 million visits[1] to the marketplace.

  • Increase in traffic generated over 263 million advert views[2], more advert views correlates with retailers selling more cars, quicker
  • Auto Trader’s site visits are now almost 18 times larger than Motors and RAC combined[3]
  • Six TV adverts highlight a range of new products to help consumers; from free online valuation tool to expert advice

Auto Trader’s latest marketing campaign has seen the automotive marketplace achieve its best ever February, with 59 million visits to the site. The increased traffic has generated over 263 million advert views in February 2016 – an additional 13.4 million advert views from last February. Auto Trader research shows retailers securing more advert views have more chance to sell stock, quicker.

Auto Trader is now six times larger than its nearest competitor (Gumtree), almost 18 times larger than Motors and RAC combined, and nearly 40% larger than all classified competitors combined[4]. It’s also the UK’s most visited automotive website, with 83% of all time spent on automotive classified websites spent on Auto Trader.[5]

The latest campaign focused on the promotion of a new range of products that have been designed to make it easier for consumers to buy and sell their vehicles. The original 30-second TV ad which launched on 1st January was created to help first time car buyers, as well as more confident consumers, and is supported by five further 10-second adverts, which show each product in more detail. The 10 second adverts focus on the free, online vehicle valuation tool, the new easy-to-use search function, new car editorial content and a new part-exchange tool. This is all under-pinned by a very coherent and thorough digital strategy in PPC and display.

Nathan Coe, Operation’s Director at Auto Trader, said: “Our campaign is all about growing our current audience as well as attracting new audiences so that we continue to deliver the largest and most engaged car buying audience to our retailer customers. The campaign has had the desired effect as we have had the biggest January ever in terms of the number of visits to the site, our rate of growth in both visits and engagement is significantly bigger than all the other auto classified sites whose growth is in fact declining in both areas.

“92% of consumers know Auto Trader as a brand that can help them throughout the car buying process.[6] So our focus is on developing products for consumers that help them to buy and sell cars as quickly and easily as possible. Our consumer valuations tool was used over 1.5 million times in March 2016 alone.”

[1] Auto Trader: 59 million cross platform visits – comScore MMX MP Feb 2016 data

[2] Full Page Advert Views an internal metric from Auto Trader

[3] Gumtree: 9,592,000, Motors: 2,911,000, RAC: 266,000 – comScore MMX MP Feb 2016 data

[4] Auto Trader [P] Entity compared to a custom competitor set: Ebay Motors Uk [S], Exchangeandmart.Co.Uk [C], Gumtree.Com – Motors [C], Motors.Co.Uk [M], Pistonheads Sites [M], Raccars.Co.Uk [M], Vcars.Co.Uk [M], Parkers.Co.Uk [C], Carwow.Co.Uk [P], Autoexpress.Co.Uk [M], Whatcar.Com [C], Topgear.Com [M], Cargurus.Co.Uk [P], Trusteddealers.Co.Uk [P] in January 2016 – comScore MMX MP Feb 2016 data

[5] comScore MMX MP Feb 2016 data

[6] HPI Brand Tracking Data – March 2016

Valuations: https://www.youtube.com/watch?v=xIZ9sMNz0qg

Discovery search: https://www.youtube.com/watch?v=RSFIGFZPN88

New Car Editorial: https://www.youtube.com/watch?v=RKYWJ2DUohU

Part-ex ad here: https://www.youtube.com/watch?v=AcsDALfpCB8

For all trade media enquiries, please contact:

Kieren Puffett                          07802 483971                             kieren.puffett@kjjmarketing.co.uk

How did @UKVolkswagen's no.1 franchised retailer influence 66% of its new car sales on Auto Trader? Here's our new car product lead, David, to explain. For more information on how we can take your brand new cars out of hiding, just visit https://t.co/Zsb9UUlb4i https://t.co/IdIsrkydjx
Don't miss the next #ARNLive on 6th Feb. @perrysmotors' MD Darren Ardron, @HowardsGroup's Peter Haynes & AT's COO Catherine Faiers will join Al Clarke to share their views on the market & offer their tips on success in 2020. Register your place here: https://t.co/owxmLkC043 https://t.co/e7wFgJL1ef
We know first hand just how infectious @sharonashcroft's passion for #DiversityandInclusion is. What she & her team have achieved at @trustford is beyond impressive. If you're looking for inspiration on how to embed a more diverse culture into your business, look no further! https://t.co/BxW35GK1kl
In 2019 we saw circa 2.5 billion advert views of use and new cars on our marketplace. We've seen the most viewed used cars, but what was the most popular new car? The no.1 spot goes to the iconic Volkswagen Golf 🏆 You can find out more here: https://t.co/9YsOqbDeht https://t.co/mHOmWE5MbN
We're seeing some great pieces of coverage announcing the official launch of Dealer Auction yesterday. Find out how this independent company with the combined expertise of @CoxAutomotiveUK & Auto Trader is set to transform the wholesale market https://t.co/rHSBROgeFf
Based on advert views, German marques were the most popular used cars last year. The @BMW_UK 3 Series topped the list as the most viewed second hand car on our market place in 2019. Find out more here: https://t.co/9YsOqbDeht https://t.co/txZZXeyI7B
As part of its commitment to drive diversity in auto the NFDA recently held its 1st Drive my Career networking event for female apprentice technicians.Over 40 joined HR execs from across the industry to share thoughts on attracting female talent. Read more https://t.co/o4xuN1qJiG https://t.co/RXFr3s9ilX
Following details of last year's new car performance from the @SMMT why not take a look at 2019's most popular new cars on Auto Trader? Our report reveals what makes, models & body types received the most views, as well as the nation’s favourite features https://t.co/KX9m29AEM9 https://t.co/WOxFlpA5oF
"A slight uptick in sales may have closed the year off on a positive note, but 2019’s overall disappointing new car performance will come as little surprise to anyone on the front line." Read our response to the @SMMT's December new car registrations here https://t.co/r1B5OcDZLl https://t.co/lrj4nPMFJp
Consumers weren't only eating mince pies and watching the Queen's speech over the festive period...they were looking for their next car too. Don't miss out on the New Year rush; make sure your cars can be found on the UK's largest digital automotive marketplace. https://t.co/OkO8BkBF2g

Auto Trader Group plc
Registered in England (Company number: 09439967)

Auto Trader Limited
Registered in England and Wales (Company number: 03909628)

Registered address:

1 Tony Wilson Place
Manchester
M15 4FN
VAT number: GB 614 8918 20

Keep in touch

We use social media to speak to the UK’s largest car buying audience