Autotrader, the vehicle trading platform and market, which is owned by Cox Automotive, has finally launched in Australia.
The company plans to launch a campaign across TV, print, digital and out of home to promote the new service having appointed Saatchi & Saatchi Sydney to handle its creative and branding duties in August.
The US vehicle trading giant also owns Carsguide.com.au, having purchased the 50% stake held by News in 2016.
Cox Automotive’s local CEO, Shaun Cornelius, told Mumbrella the service plans to offer a range of enhanced features to differentiate it in a crowded market dominated by local services including Carsales and The Drive Network: “We think there’s a big opportunity here for Autotrader.
“Prior to launch, there was a lot of research we undertook in terms of understanding buyers and also working with dealers so this has been two years in the making.
“What we found, and why we launched Autotrader, is we see there’s a gap in the market.
“The trading experience for auto in this market is changing and there’s an opportunity to provide more information and add more transparency to connect potential buyers with sellers.”
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