We’re back with a new chapter of “It’s time for Autotrader”

In October 2025, we launched our brand platform “It’s Time for Autotrader”, with the aim of strengthening the connection between Autotrader and those moments in life when people realise that maybe it’s time for a new car…maybe It’s Time for Autotrader.

Our goal in doing this was simple, we wanted to further raise brand awareness, especially with younger audiences and to bring even more buyers to our platform ensuring Autotrader is front of mind when someone starts their car buying journey. And we’re continuing to build on this momentum with the launch of our latest multi-channel marketing campaign.

So, what’s happening?

We will be running our new TV advert across various channels including ITV, Disney+, Sky, Netflix, Channel 4. This new advert is designed is designed to reinforce Autotrader’s position as the UK’s biggest and most trusted automotive marketplace. It will target consumers aged 25-44 at the moments they’re most likley to start thinking about their next car.

Alongside this, we’ll also be running adverts across key commuter areas in Manchester, London and Birmingham. These adverts will capture consumer attention spanning roadside, rail and underground environments to target commuters across the UK. The campaign will also span social media, digital and broadcast radio, podcasts, content creators and YouTube.

What does this mean for our retailers?

Recent research from PGM Insights said that 71% of buyers started their car buying journey without a clear idea of what vehicle they wanted to purchase. This new campaign is designed to help buyers feel more confident earlier in their car buying journey by putting Autotrader at the hear of memorable, recognisably British moments, that spark the thought that “Maybe it’s time for Autotrader” . This will encourage more undecided buyers onto Autotrader’s platform.

The campaign is expected to reach 70% of UK adults at least once, and are estimated to gain 2.4 million adult impacts on the first day alone!

How will this benefit you?

More buyers on site: Greater brand awareness means more people on the Autotrader platform, which leads to more eyes on your vehicles.

Earlier engagement: Younger audiences start considering their next car sooner, giving your stock a better chance to be seen

More reach for your listings: The combination of national marketing and on-site search helps your vehicles connect with the right buyers