As of 1st July, Auto Trader will power the used car pages on What Car?, and its sister site, Autocar.
The announcement says the 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."