RefreshClassifieds

Autotrader.ca has launched a New Car search and Autotrader New Car publication. Autotrader.ca is the number one automotive site in Canada with 2 million unique monthly visitors and it makes sense that they would expand into the New Car category. The Autotrader New Car magazine will be distributed in Toronto, Edmonton, Calgary, Vancouver, and Montreal with 230,000 copies in circulation.

Autotrader Canada has traditionally been a used car source and the brand took over the automotive classified advertising space in many Canadian markets. Newspapers and other media outlets have been forced focus on New Car advertising revenue, and done fairly well off the automotive manufactures.

The Autotrader.ca New Car offering appears to be positioned at giving automotive manufactures more choice with regards to advising. Currently the New Car search is separated from Used Cars but its not clear that consumers make a hard distinction between New and Used when they start searching. In most cases the price point of new cars puts them out of reach but with some incentive programs the cost for a new car is very close. In the future it new and used advertising may share more of the media outlets.

Disclosure: Colin Smillie worked with Trader Corporation in 2007, which owns Autotrader.ca.

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Posted by Colin Smillie on Wednesday, April 2nd, 2008 at 1:04 pm and is filed under Automotive, Classifieds. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.