Auto Trader launches biggest ever brand campaign to drive new car demand

• Single largest investment by Auto Trader to drive major increase in engaged buyers to its partners' 20,000 brand-new and 37,000 nearly new cars.
• 'Found AT' campaign launches ahead of September plate change and expected to reach 96% of the UK's adult population 35 times, with the campaign 'always on' over the next six months.
• Multi-million-pound campaign marks another significant milestone in Auto Trader's commitment to supporting retailer and brand partners navigate growing new and nearly new car challenges.

At a time when the new car market faces a challenging combination of new regulatory targets, softening retail demand, and increased supply, Auto Trader is delivering its largest ever marketing investment to drive new car buyers to its partners' stock. Launching today, ahead of the key plate change month of September, the multi-million-pound campaign will run 'always on' for six months and reach circa 96% of the UK's adult population at least 35 times. It showcases the 20,000 brand-new cars and 37,000 nearly new cars available today on Auto Trader's award-winning new car platform.

The 'Found AT' campaign has been created as part of Auto Trader's ongoing commitment to support its partners meet the growing challenges in the new car market. As well as working closely with retailers on enhancing new car retailing on its platform more broadly, which led to Auto Trader winning the Car Dealer Power Award for best Online advertiser for new cars 2024 (as voted for by its readers), retailers were consulted with throughout the development of the campaign to ensure the right tone, approach and messages were delivered.

With a core objective of adding even more to the existing 2 million monthly visits to its new car platform, and the circa 6.5 million daily new car searches , the campaign provides both rational and emotional reasons to choose Auto Trader as the destination to purchase a new car. It gives confidence that Auto Trader provides the most convenient and transparent car buying journey, offering a full view of the market, with thousands of brand-new and nearly new cars of all sizes and fuel types available now. There are no wait times, just the perfect new car ready to drive away today. Importantly, the campaign offers a clear, decisive and compelling reason to buy a new car today.

One of the industry's primary hurdles, is overcoming the current flat lining in new electric vehicle (EV) demand as ZEV target pressure mounts. As such, a key part of the new campaign will focus on stimulating consumer interest in electric. As well as models featuring prominently throughout, there'll be a dedicated TV spot and digital campaign focused on Auto Trader's hugely successful monthly electric vehicle giveaway. Over the course of nearly four years, and an investment of circa £5 million to drive excitement in the switch to electric, the initiative has seen over 12 million entrants and 44 EVs given as prizes.

To help stimulate the new car market, it will be essential to convert some used car buyers to new. That's why as well as those buyers who are already in-market for a brand-new car, the 'Found AT' campaign will target and influence the very significant proportion of consumers who begin their car buying journey undecided between new or pre-loved. In fact, Auto Trader's research reveals that more than three in every ten (31% ) of visitors to its platform are open to either a used or a new car. With a total of 450,000 new, 'nearly new' and used cars advertised daily, Auto Trader is the best platform to enable car buyers to conveniently and transparently compare.

Alongside attention grabbling digital and out of home executions, the campaign features a 30 second advert, which has been directed by award-winning advertising director Glenn Kitson, portraying the joy at finding your brand-new car. It launches across Channel 4, Sky and ITV and radio as well as featuring in cinema trailers for three of this year's biggest blockbuster films .

And with so many visitors open to new or used, the campaign will also target Auto Trader's total audience of 11 million unique monthly users, as well as the five million followers and subscribers to Auto Trader content. Indeed, to help engage and influence at all stages of the car buying journey, the campaign will also live on Auto Trader's owned channels and platforms including onsite, email, in app, and search, as well as organic social activity across YouTube, Facebook, Instagram, and TikTok.

John Smyth, Director of Swansway Motor Group, said: "Compared to used, the new car market is feeling the pressure at the moment. It's why we've been very strategic in our marketing channels to ensure we're investing in the right place and getting the best return from our partners. And it's why we've been working closely with Auto Trader for some time, who have really helped to make our new car digital showroom works just as hard as our digital used car forecourt, and the results have been impressive. The new campaign is another big commitment from the team, and it's come at exactly the right time for the market; we're excited to see it come to life."

To enable all new car retailers to benefit from the campaign, and to drive the best opportunity from the September plate change, Auto Trader's new car platform is free to trial for two months for those not already advertising their new car stock. For more details, retailers can visit contact their account manager or visit https://www.autotrader.co.uk/partners/retailer/solutions/new-car.