Autotrader has debuted a new commercial spot highlighting various home services that dealers now offer to bring convenience and comfort to in-market shoppers while also minimizing in-person contact.
The ad, titled, “Still Moving,” is meant to alleviate consumers’ car-buying concerns during the COVID-19 pandemic.
Autotrader, sourcing the Cox Automotive COVID-19 Digital Shopping Study, said the crisis has changed how consumers are looking to shop. Two-thirds of shoppers are more likely to buy a vehicle 100% online, according to the study.
Autotrader says that with its Dealer Home Services, dealers can meet consumers where they are in the vehicle-shopping process while also reducing the risk of infection.
The company said more than 9,000 dealers are signed up for Dealer Home Services, which allows consumers to shop more than 3 million vehicle listings for their next car.
Autotrader and global creative agency 72andSunny New York created the campaign, which will air across online, social channels and television. The ad can be seen on this YouTube site as well as the window at the top of this report.
Autotrader vice president of marketing Greta Crowley said helping its dealers and car shoppers navigate this period of disruption is the company’s priority.
“Dealers and consumers are actively looking for ways to safely complete the car buying process — we launched the new spot in response to help shoppers understand all the options they have available today to stay protected,” Crowley said in a news release.
The company said the latest Cox Automotive data shows Autotrader site traffic remains steady. In some cases, it is even better than previous months.
Incentives are likely fueling the shopping activity. Those include contracts at 0% APR for 84 months that Autotrader says are “the new norm for many automotive brands.”
According to Autotrader traffic data during the second week of April, site visits and vehicle description page views were significantly higher. They were above levels seen in early March and before the full impact of COVID-19 was felt in the United States.
In addition, Autotrader site visits and pageviews on April 12 reached the highest volume recorded in the past year.