The ‘70s are back: Don’t miss out on sales this plate change

It’s safe to say that 2020 has already been the most challenging year to face the automotive industry in decades. Auto Trader’s consumer metrics currently offer a promising outlook of strong car buying demand. Given the wholly unprecedented context of 2020, a profitable September is more important than ever to all our retailer and manufacturer partners.

Under normal conditions, September is the second most profitable month for retailers. But this year, with sales down circa -42% year-to-date, it represents a vital step in restoring the health of the new car market as we look to build further on the positive new car sales figures reported last month in the UK.

That said, several industry challenges lay ahead. Many brands still have supply issues and won’t have ideal stock coverage across all models, as lockdowns around the world and social distancing in factories have slowed vehicle manufacturing.

There are also legitimate concerns around the potential impact the end of the government’s furlough scheme may have on consumer confidence and retail spending.

These challenges are intensified by the looming introduction of the CAFE CO₂ regulations. With this, comes the risk of manufacturers being made to register non-compliant vehicles. Now is the ideal time to sell your stock to real buyers and avoid a wave of pre-registrations at the end of the year.

The opportunity

Whilst there are challenges in the market, September also represents an exciting opportunity for the industry. Our latest research, conducted with 7,239 consumers who were visiting our marketplace in early August, showed that 40% are actively in the market for a new car. A monthly audience of 1.47 million browsers, growing by 43% year-on-year, clearly highlights a massive opportunity to promote new cars to a very active car buying audience on Auto Trader.

Whilst there are challenges in the market, September also represents an exciting opportunity for the industry. Our latest research, conducted with 7,239 consumers who were visiting our marketplace in early August, showed that 40% are actively in the market for a new car. A monthly audience of 1.47 million browsers, growing by 43% year-on-year¹, clearly highlights a massive opportunity to promote new cars to a very active car buying audience on Auto Trader.

To help manufacturers and retailers convert undecided consumers into new car buyers, we’ve launched a multi-channel marketing campaign to build excitement around the 70s plate change and raise awareness of the new car deals available.

The 1970s themed campaign will feature social media activity targeting Auto Trader’s circa 450,000 followers across Instagram, Twitter and Facebook, as well as a series of tailored CRM emails to consumers. This will include details of the 70s plate change, as well as ‘don’t miss out’ announcements featuring the latest new car and leasing deals. What’s more, the campaign will be further complemented with paid search activity and PR targeting national media.

Here to help

Over the past few months, we’ve been doing all we can to support our retailer partners. This is no exception.

This new campaign will build on the success of our recent Retail Ready campaign, and Weekends on Dave sponsorship, and will ensure the record number of car buyers visiting our marketplace have every opportunity to see all our retailer partners’ highly attractive new car offers.

Building on the pick up of consumer interest and lead volumes through May and June, last month saw the very welcome news of a growing new car market for the first time in many months. And there are significant reasons to believe more growth can be found in September.

Along with the reluctance of using public transport, increased savings from lockdown, attractive finance deals, PCP renewals, pent up demand and anticipation for the new 70s number plate, we believe this campaign will help deliver a strong September for our retailer partners.

Be where the buyers are

Demand for new cars on Auto Trader has never been higher. In fact, a record circa 1.5 million buyers browsed one of the 53,000 brand new vehicles advertised on our site in July², marking a 43% increase on the same period last year.

As car buyers readied themselves for the end of lockdown, lead volumes had already exceeded previous levels in May last year. In fact, June saw a 206% yearly increase in new car leads³.

Far from just a blip of pent up demand post lockdown, these leads have actually continued to strengthen as we've continued to see all-time record lead levels throughout August. This time no doubt in readiness for the plate change month of September.

To make the most of the upcoming plate change, it makes sense to be where the buyers are. So, ensure all your new vehicles are advertised online and photographed to a high standard. That’s it.

This way, you’ll not only get your vehicles in front of a huge audience of engaged buyers, you’ll also ensure you and your team stand the best chance of meeting your sales targets. So, don’t miss out.

by Ian Plummer, New Car Director

Don’t miss out

If you're already advertising your brand-new stock with us and are looking to improve your adverts, check out these three things  the top-performing retailers are doing to optimise their performance.

If you're not advertising your brand-new stock with us, we're currently offering a three-month free trial for new customers. To get started, simply contact the team at brandnew@autotrader.co.uk

¹ Google Analytics: total unique users, July 2020 compared to July 2019.

² Google Analytics: average monthly new car views (unique users).

³ Google Analytics: new car enquiries, June 2020 compared to June 2019.