Auto Trader Group: The Car Buyers Report – not new, not used but next

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

Synopsis

Why did we do the research?

We needed to position Auto Trader as the number one new car destination in the UK to unlock new car advertising revenues and attract more consumers to the brand. However, we are faced by ingrained perceptions from both consumers and advertising partners towards Auto Trader as a 'used car platform' or 'a magazine online'. This meant we had little engagement from a senior level across a number of car manufacturers as a relevant new car advertising destination. With £500 million a year spent on advertising by these brands in the UK alone, the...

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