Auto Trader and What Car? target transformation of new car buying experience

Auto Trader and What Car? are extending their multi-year partnership to revolutionise the new car buying and selling process by creating a seamless way to research, locate, and buy cars across both platforms.

Starting in October, What Car?’s current ‘New Car Deals’ configurator will be replaced by Auto Trader's new car display and search function.

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This new feature will allow users to access the 20,000 in-stock new cars advertised daily on Auto Trader, with a smooth transition to its platform to complete their purchase.

Since July 2022, Auto Trader has powered used car listings on What Car? and Autocar. This extension now offers What Car?’s audience a comprehensive view of the market, including access to new cars, nearly new vehicles and used cars.

For retailers and manufacturers, Auto Trader said the partnership will extend reach to a highly qualified audience early in the new car buying journey, offering increased engagement and more sales opportunities.

The partnership is part of Auto Trader’s broader strategy to stimulate demand in the new car market, which includes a multi-million-pound marketing campaign targeting new car buyers expected to reach 96% of the UK population 35 times over six months.

Commenting, Catherine Faiers, Auto Trader’s chief operating officer, said: “These significant investments will not only make it easier and more cost efficient to access a huge new car buying audience earlier in the journey, but also drive more highly engaged new car buyers to our partners’ stock.

"We believe it’s among the most powerful ways in which we can support our partners and would encourage brands not to miss out on the huge opportunity it affords.”