New car buyers are playing the field more than ever before
New car buyers are playing the field more than ever before. In fact, ahead of this September’s plate change, consumers are now considering anywhere between 9 and 16 brands on average during their new car buying journey*.
Not only has this been aided by supply constraints across the industry but, with the shift towards EVs, many brands have re-positioned themselves within the market and are frantically competing to be front-of-mind with consumers.
Brands such as Kia and Hyundai are now competing at a higher end of the market, where competition with long term premium-players such as Mercedes-Benz, Audi and BMW is tough. New entrants such as Polestar are also making a household-name for themselves.
Overwhelming choice
Car buyers have more choice than ever before. Fuel-type is now a huge consideration alongside body-type, brand, and model – which can be more than overwhelming for the average consumer. In fact, recent reports show that a new EV model will launch globally every ten days, on average, in 2022.
This influx of new models and repositioning of brands means that competition for brand exposure is fierce. Visibility is now more important than ever to the success of retailing new cars.
Get eyes-on your new stock this plate change with FREE New Car advertising this Plate Change*.
*Free trial is valid for retailers who have not had a New Car package in the last 6 months. Sell Before You Buy offer terms apply.
Dominate your local market
During the height of the pandemic, buyers were travelling further than before for their next new car. Now, however, buyers have told us that locality is more important than price when purchasing a new vehicle - with 24 miles being the average distance they will travel**.
Dominating your local market with high-quality new car advertising is key to your success. Watch our New Car Masterclasses to get the most from your advertising.
**Auto Trader internal data, June – August 2022. Brand consideration average varies by primary brand being considered.
**Auto Trader internal data, August 2021 - July 2022
