Auto Trader has unveiled a new marketing strategy to widen its audience and target younger and female customers.

The U.K.’s leading automotive marketplace wants to broaden its appeal and reach a more diverse audience with this campaign, which will run in the first three months of 2024, according to a statement from the company.

Auto Trader plans to advertise on TV, radio stations and digital channels TikTok, Snapchat and Twitch. It has also done a deal with The Guardian newspaper to build what it calls “brand saliency.”

The company said it would also increase investment in its editorial content and consumer advice, having appointed Catherine King to its editorial team, alongside editorial director and automotive journalist Erin Baker.

In total, Auto Trader said it planned to raise its marketing spend by 23% year on year (y-o-y) and reach 84% of all adults in the U.K.

“We are delighted to once again be able to increase our marketing investment this year to help raise consumer awareness of our brand and drive even more in-market car buyers to our retailer partners’ stock,” said Auto Trader marketing director Camilla Ellerton.

In the six months to September (H1 2024), revenue at AutoTrader increased by 12% y-o-y to £281 million ($344 million). Its operating profit increased by 10% to £185 million.

 

 

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