The first of the new ads will air on TV on Boxing Day in order to highlight what Auto Trader says is the simplicity of buying and selling cars using the company.
The new campaign, called ‘Hello Goodbye,’ highlights the organisation’s aim to improve the buying and selling experience for online customers.
Auto Trader, part of Trader Media Group, has also developed its digital platforms by launching its new i-Control software package for dealers.
i-Control uses data from online vehicle searches to help dealers locate stock, give them a guide to buying and selling prices and support stock management by recommending price changes relative to the market.
Now, the company will work to further modernise the Auto Trader website by rolling out the new logo, which is said to ‘better reflect the digital landscape in which Auto Trader now operates’.
CEO Trevor Mather said: ‘We’ve already come a long way in modernising our business, but there is still much work to be done.
‘Auto Trader enjoys a leading market position and we need to ensure it remains the first choice for private consumers, as well as an essential trading partner for today’s digital dealers.
‘That means listening to all our customers, investing and improving our products and services, and taking steps to modernise and simplify the Auto Trader brand.’
Following its transition from print to exclusively online, monthly Auto Trader searches rose from 142 million in May this year to 156.9 million in November.