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Auto Trader Marketing

Auto Trader integrates 'virtual stock' new cars into its 'used' auction place

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By John McCarthy, Opinion Editor

October 20, 2016 | 2 min read

Auto Trader has opened up a vast new commerce proposition with the introduction of new cars on its online marketplace, that will allow automotive brands to better see what nudges a buyerstoward a purchase.

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The latest motors will be available on the site as ‘virtual stock’ i.e. available to order regardless of dealership stock levels. Buyers will be able to browse multiple variants, colours and other optional extras, refining their choice before a relationship is struck up for with a UK dealership to execute the purchase.

Now, the company claims UK consumers can access “every new car” in a more intuitive environment where both used and new models are available. It argues that in doing so, it enables manufacturers and their networks to “take a more holistic and strategic approach to reaching today’s car buyers in creative and engaging ways”.

For car brands that aren't able to connect the same customer buying journey for the new and used network, the new offer allows them to influence both sectors.

Marc Palmer, the company’s new manufacturer brand director, said: “There are clearly many benefits for consumers looking for a new car on Auto Trader with the introduction of every new car available – but this new proposition also opens up a huge new car audience on Auto Trader for car manufacturers, the scale of which they simply may have been unaware of before.”

With the inclusion of the new cars, the company also expects an SEO boost on its network which could make it a prominent landing page for consumers on the hunt for a new car.

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