Auto Trader drives into new markets

The brand known for connecting used car sellers with used car buyers is rolling out products for people who want to buy new.

Montreal-based Auto Trader is going beyond used vehicles with the launch of New Car Magazine, along with a new section and online features at The free mag is launching in Toronto, Edmonton, Calgary, Vancouver and Montreal. Over 230,000 copies will be distributed monthly.

The launch into the new car market is backed by a television and online ad campaign. Creative mimics a dating service as the TV spot encourages shoppers to ‘come and meet your match.’ John St. produced the creative. Cossette Media is handling the broadcast buys, while OMD is placing online ads.

The online New Car Wizard on allows users to compare vehicles by model, price range, seating capacity, horsepower and fuel consumption. They can also view high-resolution photographs and check the inventory at local car dealerships.

‘Canadian consumers told us they want one online source to access consolidated information about both new and used vehicles,’ says Trader Corporation VP online services Paul Gallucci. ‘Buyers often have a budget in mind when shopping for a vehicle, but they don’t know whether they’ll spend it on a used or new one. These new products will show consumers all their choices, both new and used.’ attracts over two million unique visitors monthly (comScore Media Metrix, February 2008).