Investment boost for listings site
Auto Trader is promising fresh innovations and an expansion of its offerings thanks to an investment boost from its new owners, Optimus Group.
The company is planning to introduce a dealer dashboard for analytics and market trends, new advertising package features, user experience improvements, a custom data platform, Auto Trader Roadside Assistance and more
The changes come after Optimus took a 51 per cent controlling stake in Auto Trader Media Group, owners of Autotrader.co.nz, in December last year.
Auto Trader was previously owned by Ross Logue and Richie East, who acquired the title from Bauer Media in 2019 under a management buy-out.
The website listed about 23,000 cars per month at that time but now attracts a monthly average of 44,000 listings.
East is now head of sales and says Optimus will be injecting substantial resources into the digital platform over the coming months as it eyes further growth.
“The investment aims to significantly enhance Auto Traders’ brand awareness among New Zealand consumers, leading to increased quality leads and sales for our dealers,” he adds.
“This investment will be allocated towards a massive national marketing campaign, platform improvements to optimise results and user experience, and ongoing innovation initiatives.”
The dealer dashboard is set for a soft release in May and the extra feature comes after dealer leads for January and February this year increased by 56 per cent when compared to the same period in 2023.
“This surge reflects the effectiveness of several business improvements, particularly our new finance enquiry feature where previously car buyers would have clicked and gone directly to the dealer website, now we’re capturing the lead and sending it straight to the dealer with more information than ever before,” explains East.
Optimus Group, which has its headquarters in Japan and is listed on the Tokyo Stock Exchange, has investments in New Zealand and Australia covering trading, logistics, inspection, services and retailing.
East adds the involvement of the group has brought invaluable benefits to Auto Trader, including knowledge across various segments of the automotive sector, strong industry relationships, and substantial capital backing for company expansion.
“Looking ahead, this partnership is poised to provide dealers with a viable alternative in the automotive marketplace, ensuring sustained growth and competitiveness,” he continues.
“While it's still early days since Optimus Group took a controlling stake, we've observed positive changes within the business. The initiatives under way are laying the groundwork for an exciting future.”
New member
Auto Trader, which has been operating for more than four decades, became a member of the Imported Motor Vehicle Industry Association (VIA) last month.
An email alert from VIA in March says it will now be announcing when new companies or individuals join the association and adds a broad range of members provides strength to its voice when speaking to government.
In revealing Auto Trader had joined its ranks, the alert notes the company is “celebrated for its innovative approach to vehicle listings”.
“Their platform is distinguished by its ability to connect with over 200,000 prospective car buyers every month, offering an unmatched opportunity for our members to broaden their reach and enhance their sales strategies,” continues VIA.
“This practice not only sets a benchmark for listing presentation but also aligns with our mission to foster excellence within the vehicle trading community.”
