What Car? and Autocar partner with Auto Trader for used car sales

Car-buying website to power used-car pages of Haymarket Automotive’s two motoring websites

A new partnership has today been launched, with Auto Trader to power the used-car pages of two of Haymarket’s automotive brands, What Car? and Autocar.

This partnership will help Auto Trader to extend its retailer partners’ sales opportunities by reaching a further 24.9 million consumers each year and grow its influence over the car-buying journey.

The search experience on Autocar and What Car? will extend the reach of the nearly 440,000 used vehicles currently on Auto Trader to new consumers. 

Buyers looking at used cars on each site will now be brought onto Auto Trader’s marketplace. As well as access to a significantly larger stock of new and used cars, available from almost 14,000 retailers, consumers will benefit from Auto Trader’s increased transparency on pricing, powered by its award-winning valuations.

In addition to powering the used car pages, the partnership will include Auto Trader as the sponsor of editorial used-car reviews and feature articles, all of which will include Auto Trader branding to help drive further awareness among What Car?’s and Autocar’s respective audiences.

Rachael Prasher, managing director at Haymarket Automotive, publisher of Autocar and What Car?, said: “This is a brilliant partnership between two of Britain’s biggest and best-known car-buying brands. 

“Visitors arrive on the What Car? website at every stage of their car-buying journey, from their earliest research to when they’re ready to buy, and the opportunity to connect our class-leading used-review visitors to the biggest used-car-buying marketplace makes perfect sense.

“I’m delighted at the opportunity to work with Auto Trader and look forward to developing the relationship as we enjoy success together.”

Auto Trader COO Catherine Faiers added: “We’ve long been an admirer of What Car?, which has a heritage as long and as rich as our own, with both brands synonymous with the UK automotive-retail sector. 

“At a time when the industry is facing new challenges, this partnership gives us an exciting opportunity to bring new buyers onto our marketplace much earlier in their journey, and in front of our retailer partners’ stock.

“In return, we’re able to provide What Car? users easy access to the UK’s largest and most trusted marketplace for cars, helping them find their perfect next car.”


About Haymarket Automotive

Haymarket Automotive comprises of Autocar, Car Accessory Trader, Classic & Sports Car, Move Electric and What Car?, delivering an unrivalled scale of engaged, in-market, enthusiast and industry audiences across digital, social, video and print platforms, as well as helping millions of people run, research and purchase cars each year. 

About Haymarket Media Group

Haymarket Media Group is a privately-owned media, data and information company, producing remarkable content for specialist audiences across the world. The company has 1,300 employees across offices in the UK, US, Hong Kong, Singapore, India and Germany.

Haymarket’s portfolio consists of more than 70 market-leading brands including What Car?CampaignMyCME and Asian Investor.

Through live, digital, print, education, data, tech services, video and audio, Haymarket’s brands inspire, inform and empower clients and communities internationally.

Media Enquiries:

Tara Geoghegan, Communications Manager, Haymarket Media Group 

Back To News