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
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!”
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
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