Auto Trader’s bi-annual Market Report reveals that outdated perceptions of ‘Del-Boy’ used car salesmen are still prevalent. The company reveals why trust and transparency within the industry are now more important than ever.
On 13th September Auto Trader launched its bi-annual Market Report which revealed that out of 13 major industries, the used car trade is the least trusted. Our job was to position Auto Trader as thought leaders within the new and used car industry, raise awareness of the Market Report and raise the business profile of Nathan Coe, the Operations Director.
To maximise our success with the media we devised two methods of approach, one business and one consumer. We positioned Blue Martin, Consumer Insight Specialist & Brand Trust Expert, as our consumer spokesperson who detailed exactly why it’s imperative that the used car industry improve consumer perception and why trust and transparency is so important. For the business angle, we used Nathan Coe and utilised his extensive knowledge of the used car industry and trend predictions.
By creating two approaches to media it meant that the broadcast day was successful with markettiers securing 15 interviews across 21 stations, reaching over 3 million people. We covered national stations such as Jazz FM and Share Radio, as well as regional stations like BBC Tees.