What Car? New Car Buying launches first-ever national radio advertising campaign across Absolute Radio network

● Campaign launched to promote What Car?’s online new car buying platform

● Car buyers linked to more than 600 franchised dealers and manufacturers

● Interest in online car buying on What Car? surges in 2020

● To find out more, visit: www.whatcar.com/new-car-deals

What Car? New Car Buying, which links its in-market car-buying audience to franchised retailers online, has launched its first ever national radio advertising campaign across the Absolute Radio network.

Two adverts were launched this month to coincide with the traditional surge in car buying in the new year and will run until the end of March, when the new 21-numberplate will launch. They promote What Car?’s online car-buying platform, which links car buyers to the best offers from more than 600 dealerships in the UK.

This traditional pattern of car buying, with January, February and March being crucial to the annual results of retailers, has been maintained so far in 2021 despite the pandemic, with the number of users on What Car?’s website up 7.5% on last year’s record highs following Boxing Day.

The adverts will play across the Absolute Radio network, including the national Absolute Radio station plus Absolute Radio 80s, Absolute Radio 90s and Absolute Classic Rock.

The new adverts also arrive as What Car? announces the winners of its Car of the Year 2021 Awards, listing the best new cars across 26 vehicle categories from Small Electric Cars to Luxury SUVs. The winners will be announced across a week-long, entirely digital event which kicks off on 11 January, with the overall winner revealed on 14 January.

Darren Pitt, Marketing Director for What Car? said: “Absolute’s audience profile makes it the perfect place to promote What Car? New Car Buying and inform listeners about the wider role our brand plays in the car buying journey now. Today, we not only recommend the best cars on sale following our unrivalled, expert testing processes, but also linking our audience with retailers offering pre-haggled guaranteed deals.”

Kate Hannam, Director of Sales and Commercial Partnerships for What Car?, added: “We are determined to give retailers using our service the best possible value for money, and this radio campaign is another way of underlining our commitment to delivering quality in-market leads digitally, helping to circumnavigate the pressures of lockdown.

“The industry demonstrated its resilience in 2020, in particular with its ability to pivot towards digital sales techniques. What Car? New Car Buying boomed during that period, and has demonstrated that it is a highly effective sales tool at all times, and with the added reassurance of a money-back guarantee for any dealership that is locked down.”

Retailers including Ancaster, Ford Retail, Pendragon, Robins & Day, Snows, Vertu Motors, Vindis and Waylands Automotive are currently using What Car?’s New Car Buying lead generation service.

For more information on New Car Buying contact Kate Hannam on kate.hannam@haymarket.com or 07901 946044.