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What Car? and Autocar partner with Auto Trader for used car sales

A new partnership was launched last week, with Auto Trader to power the used-car pages of two of Haymarket’s automotive brands, What Car? and Autocar.

What Car? and Autocar partner with Auto Trader for used car sales
Rachael Prasher: “I’m delighted at the opportunity to work with Auto Trader and look forward to developing the relationship as we enjoy success together.” Photograph: Connor Lunsford on Unsplash.

This partnership will help Auto Trader to extend its retailer partners’ sales opportunities by reaching a further 24.9 million consumers each year and grow its influence over the car-buying journey, says Haymarket.

The search experience on Autocar and What Car? will extend the reach of the nearly 440,000 used vehicles currently on Auto Trader to new consumers.

Buyers looking at used cars on each site will now be brought onto Auto Trader’s marketplace. As well as access to a significantly larger stock of new and used cars, available from almost 14,000 retailers, consumers will benefit from Auto Trader’s increased transparency on pricing, powered by its valuations.

In addition to powering the used car pages, the partnership will include Auto Trader as the sponsor of editorial used-car reviews and feature articles, all of which will include Auto Trader branding to help drive further awareness among What Car?’s and Autocar’s respective audiences.

Rachael Prasher, managing director at Haymarket Automotive, publisher of Autocar and What Car?, said: “This is a brilliant partnership between two of Britain’s biggest and best-known car-buying brands.

“Visitors arrive on the What Car? website at every stage of their car-buying journey, from their earliest research to when they’re ready to buy, and the opportunity to connect our class-leading used-review visitors to the biggest used-car-buying marketplace makes perfect sense.

“I’m delighted at the opportunity to work with Auto Trader and look forward to developing the relationship as we enjoy success together.”

Auto Trader COO Catherine Faiers added: “We’ve long been an admirer of What Car?, which has a heritage as long and as rich as our own, with both brands synonymous with the UK automotive-retail sector.

“At a time when the industry is facing new challenges, this partnership gives us an exciting opportunity to bring new buyers onto our marketplace much earlier in their journey, and in front of our retailer partners’ stock.

“In return, we’re able to provide What Car? users easy access to the UK’s largest and most trusted marketplace for cars, helping them find their perfect next car.”


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