Trevor Mather, managing director, said: ‘We spend over £15 million a year on the Auto Trader brand, so it makes absolute sense for this to be our primary focus.
‘Over 37 years we have built in too much complexity with acquisitions and new products and we need to make things far simpler. Today our message is clear. We are one brand. We are Auto Trader. And we are working relentlessly with a singular focus – to continually both improve the value we provide and every aspect of our relationship with customers.’
Towards the end of 2013, Mather made a promise to streamline the business. Steps have already been taken to simplify the consumer offering, most recently with the launch of an improved autotrader.co.uk home page complete with an enhanced search function and better content.
‘We are working to reflect these changes in our relationship with retailers,’ he added. ‘Consolidating trade brands to bring everything under the Auto Trader umbrella and streamlining our organisation to have one sales and service function catering for all of our customers needs makes business sense.
‘It will improve the quality and depth of service we provide and ensure we continue to maintain our leading position in the marketplace.’
Auto Trader attracts more than 15 million visitors every month, 60 per cent of which are on mobile devices, performing over 75 searches a second. And it currently has more car retailers on its books than ever.