Auto Trader to power What Car?’s used car search platform

May 2022, London – As of 1st July, Auto Trader will power the used car pages on What Car?, and its sister site, Autocar. This partnership will help Auto Trader to extend its retailer partners’ sales opportunities by reaching a further 24.9 million highly engaged consumers each year and grow its influence over the car buying journey.

The search experience on What Car? and Autocar will extend the reach of the c. 440,000 used vehicles currently on Auto Trader to new consumers.  Consumers looking at used cars on each site will now be brought onto Auto Trader’s marketplace and able to complete their car buying journey there. As well as access to a significantly larger stock of new and used cars, available from over c. 14,000 retailers, consumers will benefit from Auto Trader’s increased transparency on pricing, powered by its award-winning valuations.

In addition to powering the used car pages, the partnership will include Auto Trader as accredited sponsor of editorial used car reviews and feature articles, all of which will include Auto Trader branding to help drive further awareness amongst What Car? and Autocar’s respective audiences.

Commenting on the new partnership, Auto Trader’s Chief Operating Officer, Catherine Faiers, said: We’ve long been an admirer of What Car? which has a heritage as long and as rich as our own, with both brands synonymous with the UK automotive retail sector.  At a time when the industry is facing new challenges, this partnership gives us an exciting opportunity to bring new buyers onto our marketplace much earlier in their journey, and in front of our retailer partners’ stock. In return, we’re able to provide What Car? users easy access to the UK’s largest and most trusted marketplace for cars, helping them find their perfect next car.”

Rachael Prasher, Managing Director, at Haymarket Automotive, publisher of both What Car? and Autocar, added: This is a brilliant partnership between two of Britain’s biggest and best-know car-buying brands. Visitors arrive on the What Car? website at every stage of their car-buying journey, from their earliest research to when they are ready to buy, and the opportunity to connect our class-leading used review visitors to the biggest used car buying marketplace makes perfect sense. I’m delighted at the opportunity to work with Auto Trader and look forward to developing the relationship as we enjoy success together.”

About Auto Trader
Auto Trader Group plc is the UK and Ireland’s largest automotive marketplace. Our marketplace sits at the heart of the car buying process, with the largest number of buyers and the biggest choice of trusted stock. Auto Trader exists to change how the UK shops for cars by providing the best online car buying experience and enabling all retailers to sell online. We are building stronger partnerships with our customers, using our voice and influence to drive more environmentally friendly vehicle choices and creating an inclusive and diverse culture for all of our people. Auto Trader listed on the London Stock Exchange in March 2015 and is a member of the FTSE 100 Index.

For more information, please visit https://plc.autotrader.co.uk/who-we-are/about-us/

About What Car?
What Car? is the UK’s leading consumer motoring champion and new car buying platform, reaching car buyers through its magazine, website, video and social media channels. It has been helping Britain’s car buyers to make purchasing decisions for more than 45 years and its reviews are widely regarded as the most comprehensive source of new car advice.

Whatcar.com offers verdicts and data on every new car, and has won numerous awards and accolades. It attracts 2.2m unique users and more than 12m page impressions every month.

In recent years What Car? has invested heavily in its digital infrastructure with the development of new ecommerce platform, allowing users to act on the trusted advice What Car? offers by chatting online to car dealers through the website. Users are guaranteed to be able to buy their chosen car at What Car?’s Target Price discount, which is established by mystery shoppers and updated daily.

What Car? has more than 5.5 million monthly points of contact with its audience on the move, at work, at home and at the crucial point of sale. It is the top performing monthly on the UK newsstand in the motoring category.

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