Auto Trader, an online auto retail platform, has started up a new marketing effort to convince consumers to purchase new cars. The marketing push will be on television, radio, and video on demand platforms.
This new advertising will show the the up-to-date and modern method of purchasing a vehicle. Highlighting how differing opinions from friends, social media, and even governmental laws can impact how consumers buy a car.
The company claims that consumers are getting differing messages about fuel, financing, economic conditions, and gas policies from the media.
This advertising will be on television, radio, and on-demand commercials as well as social media adverts during this summer. It will also include additional online and regular radio ads afterward.
Currently the advertisements are estimated to reach around 74% of the United Kingdom's population during the campaign.
The Commercial Director for Auto Trader, Ian Plummer, stated “Ever since we first launched our new car proposition, we have always had one clear objective in mind: to be to new car what we are to used."
"Fundamental to that is creating a quicker and more transparent new car buying experience for consumers, and also providing real value to both our retailer and brand partners alike."
"By continuously evolving our offering and improving our product, we are edging ever closer to that objective.”
The company is hopeful these advertisements will bring in millions of new car purchasing customers by offering them a new, modern way to buy a car.
Auto Trader says their own research found that 75% of consumers who are curious about purchasing a new vehicle typically find issues and problems when they attempt to.
Of those consumers, over half of those consumers end up stopping their search for a new car and settle for a car they didn't really want in the first place.
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