Press release

Exciting new chapter in Auto Trader's New Car proposition

Auto Trader helps retailers unlock the hidden value of 100,000 brand new unregistered cars

At a time when brands are facing a growing array of obstacles to hitting sales targets, Auto Trader has launched a new service enabling retailers to advertise their entire stock of brand-new unregistered cars on the UK’s largest automotive digital marketplace for free until early 2019.   

Whether sat in compounds or simply in transit, it’s conservatively estimated that circa 100,000 brand-new unregistered cars in the UK are not being actively advertised online. These vehicles are essentially hidden from potential car-buyers who often either have a long wait for a car to be built for them or have to trade-off their ideal choice for what’s available from a small selection.

To help brands and retailers reach their targets, retailers can now promote their entire range of unregistered new cars to the UK’s largest automotive audience (55 million multi-platform visits each month[1]) in the same way they do their used stock. The scale and relevance of that audience is underpinned by the length of time car buyers spend on Auto Trader’s market place: 10 times more than all of the UK car brand websites combined[2].

 

Two thirds[3] of consumers are open to a new car when starting their buying journey, but the majority don’t know what new cars are available, how much they cost/whether they’re in budget, or how soon they’ll be available. Thanks to an all new search experience on Auto Trader, car buyers can now choose from new or used all in one place, without the need to make a trade-off on their ideal next car.

Commenting on the new functionality, Auto Trader Director, Ian Plummer, said:Whether it’s the result of new WLTP regulations, fuel type confusion, Brexit anxieties or simply not enough in-store visitors, the increased complexities of the new car market has made hitting sales targets more challenging than ever. As a result, many industry experts estimate that somewhere around a quarter of all new cars today are tactically registered in one way or another. We want to offer a genuine alternative to that sort of unsustainable business, by creating a one-stop-shop experience for consumers which enables our retailers to promote their entire stock of new and used cars to millions of engaged buyers.”

To ensure a fair marketplace which avoids any risk of a ‘race-to-the bottom’, search results display cars within a default 50-mile radius and ranks by distance. That helps connect the right buyer to the right retailer who has the right car for them, and most importantly, one that’s available right now in their local area. By focusing on local consumers, this helps retailers retain more value through aftersales and repeat sales.

 Over 1,000 franchise retailers across the UK are already advertising more than 16,000 brand-new cars and achieving great results, across all major brands, whether volume, premium and even super luxury. A Volvo retailer advertised 14 brand-new cars and sold two of them within a week, whilst an Audi retailer sold three new cars before they’d even had the chance to upload imagery.

Auto Trader is, by some distance, the UK’s largest[4] and most influential[5] website for new car purchases, resonating perhaps more strongly with new car buyers than it may do with industry veterans who’ve grown up recognising it for its strong used car heritage. In fact, 72% of consumers identify Auto Trader as the best place to search for their next new car.

Plummer continued: “Consumers already trust Auto Trader for new cars. And we recognise that we still have a long way to go before we can claim to have given them what they really want; that is, a fundamentally easier, quicker and more transparent new car buying experience than they can find anywhere today. But the new functionality we’re bringing to market is a reflection of our commitment to make Auto Trader the UK’s number one consumer destination for both new and used cars, and to do so in a way which will provide true value to both our retailer and brand partners alike. For example, our rapidly expanding team, led by former senior executives from a range of manufacturers, has won multiple awards for its outstanding insights and data which have already proven invaluable in helping brands shape their own new car marketing strategies.”   

Retailers can send their brand-new stock to Auto Trader in a number of flexible ways, including via their existing data-feed for used car stock. What’s more, a dedicated technical support team will assist in getting the stock live, working with retailers throughout the onboarding process.

For more information retailers can visit:  https://trade.autotrader.co.uk/products/new-car

[1] Comscore MMX® Multi-Platform, Total Audience, Auto Trader, Average of Total Visits from Apr- Sept 2018, U.K. 

[2] comScore January 2018

[3] Comscore MMX® Multi-Platform, Total Audience, Auto Trader, Average of Total Minutes from Apr- Sept 2018, U.K.

[4] Comscore MMX® Multi-Platform, Total Audience, Auto Trader, Average of Total Visits from Apr- Sept 2018, U.K. 

[5] Auto Trader Brand Tracker: April 2018

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