Auto Trader to bring Bike, Van and other Trader brands under one banner as the Sun launches rival site

The news comes ahead of a web re-launch for Auto Trader that will see its homepage refreshed with improved search functionality and new digital display functionality. A new logo for the brand was created by Isobar in partnership with the in-house design team.

Jonathan Williams, Auto Trader group marketing director, said: “There has long been more to Auto Trader than just cars and our 18-year-old non-car brands reflect the strength and breadth of our offering to trade customers, as well as private buyers.

“This latest change reflects our ambition to simplify the Auto Trader brand for everyone, allowing easier access to the full range of products and services we are proud to deliver.”

The company’s digital offering is set to be challenged by the Sun, which has announced the creation of online second-hand car service SunMotors.co.uk, a free website that will sit outside of the Sun’s paywall. The move marks further investment in the market from news UK, which previously tried to make a mark with a service from the Sunday Times, driving.co.uk, in 2012.

Earlier this month, Guardian Media Group announced the sale of its 50.1 per cent stake in Trader Media Group to Apax Partners. In May last year, Trader Media Group announced its plants to close all print editions across its portfolio in favour of a digital-first strategy following sharp falls in circulation. Print circulation of Auto Trader dropped by 341,000 in 13 years to 27,000 in March 2013.