Press release

Former Top Gear host Rory Reid joins Auto Trader

Former Top Gear presenter, Rory Reid, joins Auto Trader as YouTube Director

  • Auto Trader is evolving its content offering to play a more powerful role for the brand on multiple channels
  • Auto Trader will introduce new and exciting editorial and entertainment formats to reach new audiences and grow deeper engagement with existing ones

Auto Trader, the UK’s largest digital marketplace for new and used cars, has hired former Top Gear presenter, Rory Reid, as its new YouTube Director.

Rory has joined Auto Trader from the BBC, to drive the brand’s video content strategy forward with the aim of acquiring new audiences and driving deeper engagement with existing ones. Auto Trader is investing significantly to match its ambition of rivalling front-running automotive YouTube channels and will introduce brand new editorial and entertainment formats to achieve this.

Rory’s appointment signals the first step in Auto Trader shaking up its content output, the news of which was announced by Rory himself today on Auto Trader’s YouTube channel.

Rory will regularly present entertaining and innovative car content on Auto Trader’s YouTube channel, from new car reviews and consumer advice, through to supercar drag races and exciting challenges such as off-roading adventures. This is part of the brand’s strategy to mix up how it presents content across desktop, mobile and social channels.

Ian Plummer, Commercial Director at Auto Trader, said: “Rory’s hire demonstrates the importance of content to the business and how influential we think it will be in the future too.”

Rory Reid said: “I am absolutely thrilled to join Auto Trader. Like many car lovers, Auto Trader has been a near-permanent fixture on my phone and web browser for as long as I can remember, so having the opportunity to help shape the direction of this enduring brand’s video content is a true career highlight. We plan to deliver a creative, ambitious video offering that we hope viewers will love. Watch this space!”

- ENDS-

About Auto Trader

Auto Trader Group plc is the UK and Ireland's largest digital automotive marketplace. Auto Trader sits at the heart of the UK's vehicle buying process and its primary activity is to help vehicle retailers compete effectively on the marketplace in order to sell more vehicles, faster. Auto Trader listed on the London Stock Exchange in March 2015 and is now a member of the FTSE 100 Index.

The marketplace brings together the largest and most engaged consumer audience. Auto Trader has over 90% prompted brand awareness and attracts circa 50 million monthly cross platform visits each month, with over 70% of visits coming through mobile devices.

The marketplace also has the largest pool of vehicle sellers (listing around 450,000 cars each day). Around 80% of UK automotive retailers advertise on autotrader.co.uk.

For more information, please visit http://about-us.autotrader.co.uk  

For more information, please contact:

Rebecca Nassiri | Rebecca.nassiri@autotrader.co.uk   

In a recent consumer facing video, our You Tube Director @MrRoryReid explains why the 2030 ban on new petrol and diesel car sales is a good thing and why car buyers need to embrace EVs. Do you agree with his viewpoint? https://t.co/y89i8EvQoe
Good news for retailers in England with today's confirmation that retailers can remain open in all tiers that come into effect from Wednesday 2 December. https://t.co/R1RAQCBpAx
Join @Motor_Ombudsman , Auto Trader and @radiuslaw for a free webinar exploring the future of online retail in the automotive industry in detail. Register now > https://t.co/9e5gGIp2Ix https://t.co/mbuNuYcYD3
Leads from Auto Trader continue to be far higher when compared to the same time last year, with the year-on-year (YoY) increase in leads higher than the increase in visitors to Auto Trader, up 15.3% YoY, and ad views, up 12.2% YoY. https://t.co/On3wLY81J5
Be sure to clearly display what delivery methods you are offering and what safety measures you have in place on your Auto Trader adverts. Many retailers already have... https://t.co/P9qqRfcsIU
Remember to upgrade your package by the 30th November to benefit from our free December period. Contact your account manager for more details. https://t.co/gQr63pAnaP
Our latest support for retailers in the UK in December. https://t.co/5lX1pXw2ka
Over to our Data & Insight Director @therickw who reveals that visitor levels to Auto Trader are up 15.3% compared to the same time last year with leads up a massive 25.2%. https://t.co/OGfyiQD5Yu
A reminder from @MarcThornboroug that if you are taking part in any fundraising activities, we do have a fund to support you. Get in touch with your account manager to find out more. https://t.co/QJbvEpTRBS
And we're off with @stuart_trader kicking off this week's webinar. Stay tuned right here for all the highlights over the next hour.

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

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