Auto Trader
Keeping Auto Trader at the Centre of the Car Market Conversation
Date
July, 2025
Client
Auto Trader
The UK car market moves fast. Policy changes, economic shifts and global events can all influence what drivers pay for their next vehicle.
Auto Trader wanted to ensure it remained a trusted voice whenever those stories broke. BF Media supported the brand with an always on broadcast press office, ensuring expert commentary was available whenever the news agenda turned to cars.
Regular national broadcast coverage throughout the year
Auto Trader positioned as a trusted media voice on automotive policy, pricing and market trends
Consistent broadcast presence whenever major automotive stories hit the headlines
The Idea: A Go To Voice for Automotive News
Rather than waiting for campaign moments, the focus was on positioning Auto Trader as a reliable expert source for journalists covering the automotive industry.
Using Auto Trader’s market data and consumer insights, we helped translate complex economic and policy developments into clear explanations that broadcasters could quickly turn into compelling news segments.
This ensured the brand was not simply reacting to the news cycle, but helping shape the conversation around it.
A Consistent Broadcast Voice
At the centre of the strategy was Ian Plummer, Commercial Director at Auto Trader, who became the brand’s regular broadcast spokesperson.
Ian provided clear, data led commentary on the stories driving the car market, from Tesla’s share price volatility to trade tariffs introduced by Donald Trump, and the impact of the UK Budget on motorists and car buyers.
By connecting these developments back to everyday drivers, he helped audiences understand what global headlines meant for vehicle prices, consumer confidence and the transition to electric vehicles.
Always Ready for the News Cycle
BF Media worked closely with Auto Trader to ensure spokespeople were ready to respond quickly when major stories broke.
This reactive approach allowed the brand to secure regular broadcast appearances across national radio and television, ensuring Auto Trader remained part of the wider conversation around the future of the UK car market.
