Each country and each region has its own peculiarities, including the features of online marketing. Auto Trader Group, an online car market, has been operating for many years in Manchester, allowing ordinary buyers and huge companies to sell and buy new and used cars. The history of Auto Trader Group development is very fascinating and goes back to the second half of the 20th century. Learn more at manchester-future.
Beginning of the history of one of the largest online car markets in Great Britain
The history of the establishment of one of the largest online markets in Great Britain goes back to 1975. The founder of the company, John Madejski, was an avid car enthusiast as well as a fairly successful local businessman. Once, he saw a magazine with pictures of cars and their prices. He was incredibly impressed with this format, so he decided to create his own magazine offering the sale of various products. The result of his passion and entrepreneurial acumen was a company called Hurley’s Auto Trader, the predecessor of Auto Trader Group.
In 1975, the company was a print publication that published a magazine selling various goods, ranging from houses and cars to even aeroplanes. Later, Madejski decided to narrow down the line of products offered in the magazine. Thus, in 1988, a new project was born in collaboration with Paul Gibbons called Auto Trader, a magazine of car sales.
Before the Internet became widespread, such magazines as Auto Trader were a comprehensive and accessible source of information. There, you could find out everything about available products on the car market, their characteristics and prices. Buyers browsed them and saved their time. They had a wide selection of car options without the need to visit several salons.
The Auto Trader magazine allowed buyers to compare cars and their prices, which made decision-making much easier. Moreover, in the second half of the 20th century, it greatly helped the people of Manchester to find the best value for money.
Therefore, Auto Trader was quite a successful business. Over the years, the company has managed to expand its presence and establish leading positions in the market of car advertising not only in Manchester but also in other British cities. In 1987, the company was acquired by Guardian Media Group. The 1990s became an era of global transformation for Auto Trader. At that time, the company continued to grow rapidly and implement new technologies, including digital transformation. It switched to the online mode, as the use of the Internet became very common.
Era of digitization
In the mid-1990s, Auto Trader transitioned from a primarily print-based business to an online platform. Such a transition was due to the growing popularity of the Internet. Thus, the founders decided to get the maximum benefit from the popularity of innovative digital technologies.
In 1996, the company already had a functioning website. Such an innovation allowed residents of Manchester and other British cities to buy or sell cars online without leaving their homes. Consumers could choose cars using their zip code. In just a matter of days, the site caught the attention of buyers and became the most popular car website in the UK. In the early 2000s, the automotive site attracted more than 10 million users in just one month.
Moreover, the owners of Auto Trader constantly kept up with the times and invested in various digital innovations to improve services for site users. Later, the site acquired advanced search features and vehicle evaluation tools. The company even launched a mobile app.
Development of the company in the 21st century
Although the company had a successful website that attracted a lot of new customers, Auto Trader continued to publish a print magazine in the 21st century. However, the sale of the printed magazine had declined several times by the 2010s. It happened due to the rapid decline of the printing industry worldwide, which was provoked by the massive popularisation of the Internet and the emergence of new online publications. In 2012, the sale of the magazines fell to an average of 87,000 copies per week and 27,000 copies in 2013. Based on that unsatisfactory trend, in 2013, the management of Auto Trader decided to completely stop the printing after 36 years of continuous publication. In the same year, the last copies of the printed magazine were published. After that, Auto Trader focused on its online site.
In 2015, Auto Trader Group was first listed on the London Stock Exchange and was valued at approximately £2.35 billion.
In the 21st century, Auto Trader continues to pay special attention to innovations and various technological advances to improve the operation of its site and the provision of services.
In addition, like many other companies in the automotive industry, Auto Trader pays special attention to sustainability initiatives, including the promotion of electric and low-emission vehicles, as well as providing resources to educate consumers about environmentally friendly modes of transportation.
Throughout its history, Auto Trader Group has been and remains one of the leading online automotive sites not only in Manchester but also throughout Great Britain. It connects buyers and sellers as well as provides valuable resources and services.
