Arnold Clark and Big Motoring World lead UK online marketing growth

Arnold Clark and Big Motor World have seen the biggest growth in their online marketing reach over the last six months, according to new research by Salience Car.

Arnold Clark and Big Motoring World both saw a 7% increase in brand growth over the period, while Auto Trader continues to lead overall traffic volumes in the UK related to automotive retail.

Arnold Clark is the biggest dealer group for traffic volume over the period, followed by Evans Halshaw, Motorpoint and then Lookers.

Car Gurus is also making a run for the top of the market, having moved from 9th to 7th in share of voice ranking for the first time.

The Salience Car Dealership Index measures the marketing performance of the 189 direct to consumer brands in the UK car dealership sector. 

The report shows that 70% of automotive retailers have improved their organic search visibility (unpaid listings on a search engine) over the same period.

Overall, the Salience report shows the automotive retail industry has grown by 8% within search over the last six months.

Brett Janes, Salience managing director, said: "As if last year wasn’t tough enough, brands are charging into 2024 armed with concern for ever crowded channels, balancing automation with authentic engagement, maintaining digital trust and, of course, return on investment (ROI).

"We’re already seeing revised approaches across the board this year.

"The desire to reduce reliance on paid channels, to varying degrees of success, website migration projects revived, and the duelling needs of brand performance and clear attribution."

• Download the full Salience Car Dealership Index report