From the Top

Welcome to the ‘Boomer’ edition of Traction featuring our latest research on Boomers amongst a treasure trove of insights into the automotive industry.

Why Boomers? Well, Boomers as a demographic represent 25 per cent of our population, yet have 46 per cent of the nation’s disposable income and 50 per cent of its private wealth. Incredibly, however, they are often left off the marketing brief. We have some key data which may change the way you think about this lucrative audience segment. Best of all, we over-index in volume of Boomers in comparison to competitors* .

We continue to drive thought leadership in the EV space. Earlier in the year we released our first EV Guide Report, a ‘one-stop snapshot’ of electric vehicles in Australia along with consumer research. It’s been referenced 167 times across key media. You’ll find both reports within, alongside a behind-thescenes look into a CarsGuide EV comparison test.

We also bring you interviews with two recent key hires: Jodie Smith as Head of Partnerships for Automotive, and Saxon Odgers as Head of Dealer Marketplaces. I’m extremely excited about the impact these two have made already and will continue to make in the Motors section of our business.

This edition features two stories from our Gumtree ‘meet the flippers’ series, part of our social media program. It shines a light on two individuals using Gumtree in progressive ways - finding and converting vintage cars to EVs and converting vans into campervans. Make sure you’re following Gumtree on Instagram for many more inspiring stories like these. I thoroughly enjoyed my time attending the recent AADA Convention in Brisbane. It’s always good to rub shoulders with colleagues from the industry and share insights. We were grateful for the opportunity to present a panel of experts discussing marketing tactics hosted by our own Chief Marketing Officer Manisha Seewal; we’ve turned this into a highlights article within if you didn’t get the chance to get be there. I particularly enjoyed hosting dealers and industry colleagues at our exclusive Ian Moss event.

A focus on in-market buyers continues to pay dividends for the CarsGuide editorial team who remain Australia’s leading online automotive editorial content* source for 22 months in a row, a staggering achievement.

We continued to invest throughout this half in marketing, new products, and people. And we find ourselves primed to better support automotive marketers across the industry in the second half of the year.

I’m sure you’ll find these insights and content of value.

Cheers,

Mark Kehoe Managing Director

Australia’s leading automotive editorial website 22 months in a row* .