Supporting you with the March 26 plate change
Monday the 2nd of March 2026 marks the first new car registrations of the year and the launch of the new 26 number plate — one of the most important moments in the automotive calendar.
To help you capitalise on what is consistently the busiest period for new car demand, we’ve once again launched a marketing campaign to coincide with the plate change. The campaign is designed to maximise awareness, increase traffic to our new vehicle pages, and connect high-intent buyers with your stock.
With over 2 million potential buyers actively searching for their next new vehicle on Autotrader every month, our priority is clear: spotlight vehicles that are in stock and available now to in-market buyers. By reinforcing availability and immediacy, we give consumers confidence that they can secure the car they want, when they want it — while driving quality traffic to your adverts and delivering meaningful engagement.
Homepage Takeover’s
Throughout Plate Change, we’ll be showcasing our hero creatives prominently across the Autotrader homepage, as well as our new car, new van, new bike and leasing landing pages.
With 2.7 million daily visitors coming to the platform, this high-impact placement is designed to channel engaged, high-intent audiences directly to your new car listings — maximising visibility at the most commercially significant moment in the calendar.
How we’re bringing more buyers to your adverts
Throughout the month, we’ll engage more than 1.6–2 million consumers via email, spotlighting in-stock vehicles and directing high-intent audiences to our new vehicle and leasing pages. Supported by impactful homepage takeovers, this activity creates a seamless journey from initial browsing through to your new car listings — capturing demand at its most valuable moment.
Though this isn’t a one off burst, the March 26 plate change campaign forms part of a sustained, year-round programme of activity designed to keep us front of mind when consumers start thinking about their next vehicle. This activity sits alongside our wider brand initiatives — from our recent Spud Bros activation, which we’ve used to engage a younger car-buying audience to our monthly EV giveaway and our ever expanding portfolio of strategic partnerships. Collectively, these channels allow us to reach over 2 million consumers via email and 1.8 million across social media, consistently increasing visibility for your stock and driving performance at every stage of the buying journey.
How to capitalise on the increased consumer activity
Advertising brand new vehicles isn’t just about getting stock online. It’s about visibility, credibility, and creating confidence in buyers before they ever step onto your forecourt.
On Autotrader, the retailers who consistently outperform their competitors aren’t necessarily the ones with the most stock - they’re the ones who merchandise their vehicles properly.
So, what does that look like in practice? Check out our guide to advertising brand-new vehicles to find out how you can own the plate change.