From the Editor

And, we’re back! After the most challenging two years in our history, CarsGuide is embracing the ‘new normal’ with verve. We’re back on planes, we’re travelling the world, pounding the pavement and back on track with freedom to continue serving Australian car buyers the best editorial content in the land. You’ll find plenty of examples and insights littered throughout this issue.

I’m proud to say it’s how we handled those challenging times that set us up well to embrace this promising future. The clearest indicator of this is CarsGuide’s retention of our position as Australia’s leading online source* for automotive editorial for the past 22 months. So we’ve beaten COVID, and continue to win.

One investment that’s paying off particularly well is EVGuide, with traffic to the new energy vehicle-focused site section up a further 480 per cent year-on-year. The recent hike in petrol prices has been a particular driver here, but with over 90 (and counting) advice pieces relating to hybrids, EVs and electrification in general, there’s a fair chance we’ll have the answer to any question consumers are asking.

You’ve probably also spotted EVGuide lead, Tom White, popping up in all sorts of places around the broader media landscape, talking about CarsGuide’s inaugural EVGuide Report. Tom put together the EVGuide Report as an adjunct to EVGuide, and represents an 18-page one-stop snapshot of all things relating to hybrid, electric and hydrogen cars in Australia, and how consumers might be able to live with them right now. If you’re in the market, it’s essential reading. Our research department has also supplemented CarsGuide audience data with consumer research relating to EV adoption. The ‘EV Pulse Check’ report highlights that sustainability and the rising cost of living are two key drivers for Australians considering electric vehicles, with 70 per cent of new car intenders having a higher level of interest in an electric vehicle than they did five years ago.

More broadly, our research department has also validated CarsGuide’s in-market buyer audience targeting via the Boomer research Mark mentioned on page 18. I was very pleased to see that we outperform our competitors in volume of Boomer traffic, given the large proportions of Australia’s disposable income and private wealth this generation represents.

And finally, we continue to invest in our team and recognise specific talents. Recent key examples are the promotion of Justin Hilliard to the new role of Senior Content Manager, and Tim Nicholson has now been brought in-house for the role of Senior Editor, having joined CarsGuide as a contributor in late 2021.

As always, our success would not be possible without the ongoing support of our OEM partners. Thank you, from the whole CarsGuide team.

Malcolm Flynn Editor, CarsGuide

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