Advertising Nearly New Vehicles on Auto Trader
The automotive market is constantly evolving, and so is Auto Trader’s commitment to supporting retailers to navigate these changes. One of the latest trends we’ve observed is the significant growth of "nearly new" vehicles, specifically pre-registered (pre-reg) cars, on our platform.
The increase in supply creates both opportunities and challenges in the marketplace, which is why we’re introducing a tailored product solution for nearly new vehicles
In the last 12 months alone, we’ve seen Pre-Reg stock on Auto Trader grow by 114% YOY*. This surge in listings is expected to continue, especially as the new car market faces rising pressure, making it harder for manufacturers and retailers to meet new car sales objectives, and the ZEV Mandate requirements have added further challenges. The shift has highlighted the need for a more strategic approach to advertising this stock effectively.
Demand for Nearly New Vehicles is Already Strong
Although it has been increasing, pre-reg stock is still a long way below historic level. We see cross-shopping across new and nearly new vehicles and effective advertising is essential to help keep consumers informed before they make a decision on the right vehicle. Our goal is to not only help retailers manage this challenge but also to maximise the stock opportunity that these vehicles present.
The demand for nearly new vehicles is already robust. Over the last 90 days, there have been 37 million ad views for cars less than a year old. Alongside this is a significant overlap in the audience for new, used and nearly new cars:
80% of new car considerers also view vehicles under one year old.¹
86% of people considering cars aged 3-5 years also view vehicles under one year old.¹
With our new solution, we will bridge the gap between consumers and these high-quality, low-mileage cars, making it even easier for buyers to find nearly new vehicles on Auto Trader and understand their benefits
Better Showcasing Nearly New Vehicles
By focusing on these nearly new cars, we’re tapping into a significant segment of the market that offers the best of both worlds: the savings of a used car with the quality and warranty benefits of a new vehicle.
Visibility of Savings
To help retailers capitalise on this growing market segment, we plan to bring some of the key advantages of the in-person forecourt experience onto Auto Trader, creating a more seamless buying journey for pre-reg cars.
Highlighting Savings
For any pre-registered car where the retailer provides both an advertised price and the new car’s Manufacturer Recommended Retail Price (MMRP), we’ll calculate and display the savings. This transparency will be paired with clear context about what pre-reg cars are and why they’re available at a discount, making it easier for buyers to understand the value.
Dedicated Landing Page
We have created a dedicated landing page that explains in detail what nearly new cars are , giving consumers the clarity and confidence they need to make informed decisions.
By focusing on these nearly new cars, we’re tapping into a significant segment of the market that offers the best of both worlds: the savings of a used car with the quality and warranty benefits of a new vehicles
A Solution for a Growing Market
In summary, the growth of pre-reg vehicles on Auto Trader presents a unique opportunity for both retailers and consumers. By advertising more effectively — highlighting savings, providing clarity, and driving traffic — we can support our retailers to make the most of this expanding segment while meeting the strong consumer demand for nearly new vehicles.
As we continue to innovate, Auto Trader remains committed to connecting buyers with the right cars and helping retailers succeed in an evolving marketplace.
*Based on Auto Trader Data – Market Insight from September 2024 vs September 2023
¹ Based on Auto Trader Data