CarsGuide Autotrader Quarterly publication Traction - Jan - Sept 2020 Edition

Overview & insight into the car industry January to September 2020

The 3D Issue

TM

Contents Letter from the CEO

4

Letter from the Editor

6

Welcome Richard Dicello

7

Behind the Scenes

8

The CarsGuide offering

12

Tools in the shed podcast

16

Journo snap shot: Matt Campbell, CarsGuide

20

CarsGuide: the largest female audience

22

3D Vision

24

The CarsGuides Reviewers

30

Why you need to know about Gumtree Cars

32

REACH Case Study

34

CarsGuide x Seven West Media

36

Meet Emily Huhndorf

38

Tim Flattery

39

Research: Digital influence on the car buying journey 40 CarsGuide Labs Panorama product case study

44

Autotrader News

46

Big Box Cars and Autotrader

48

YouTube snapshot

50

Most searched

52

Ranking by bodystyle

53

CarsGuide reviews

54

CarsGuide news

55

Major launches

56

From the top Well, I think we’d all agree this has been quite an extraordinary year.

We started the year off with winds in our sails knowing that our merge with Gumtree was on the horizon.

We quickly found ourselves - like many other businesses in Australia - in uncharted waters, navigating the impacts of COVID-19 on business, the economy, and of course our personal lives.

The wellness of our staff was a key priority as they transitioned to working from home. We also worked quickly to provide financial assistance to our dealer network through fee relief during April and May and again over August and September for Victorian metro dealers.

We were one of the first auto platforms in Australia to launch contactless badging so that dealers could communicate what they were doing to keep consumers safe, and most importantly keep themselves trading.

Our innovations arm, CarsGuide Labs, launched a 3D product enabling consumers to visit dealerships from the comfort of their home. Mitsubishi, Jeep and Audi were quick to jump on board.

Watching consumer demand has been a bit like a roller coaster ride, with numbers initially dropping off at the onset of COVID then coming back stronger than ever with record lead numbers and strong year-on-year growth in organic traffic.

CarsGuide Editorial was well placed to benefit from this renewed consumer demand and returned to No.1 in Australia for online automotive editorial in July, August and September*.

No doubt you would have heard of our merger with Gumtree under the ownership of eBay Classifieds Group. Dealers are already benefiting from this new partnership through our early bird offering whilst we plan the national launch of our joint proposition. Our planning leverages eBay’s global expertise and our local knowledge with input from customers.

I have no doubt the outcome will herald a new era for automotive marketing in Australia, providing Australian dealers with a huge audience of highly motivated buyers with a pricing model that represents good value. The timing couldn’t be better as Australian dealers look to consolidate their marketing spends to drive profitability in this new trading era.

In conclusion, we could not be in better shape to continue in our work supporting car manufacturers, dealers and Australian consumers as we all navigate this testing time. We look forward to working with you to identify new opportunities as we navigate this period together.

Shaun Cornelius Managing Director

*Nielsen Digital Content Ratings (Monthly) Tagged, July 2020, August 2020 and September 2020 text, P18+, PC, Smartphones & Tablet

4

Jan - Sept 2020

Traction

CarsGuide reached more Australians than any other editorial automotive site * during July, August and September

*Nielsen Digital Content Ratings (Monthly) Tagged, July 2020, August 2020 and September 2020 text, P18+, PC, Smartphones & Tablet

From the Editor

Editor Mal Flynn and his partner have welcomed a third small member of their family. So, as our fearless leader reacquaints himself with the ins and outs of operating a baby, I’ve stepped in to cover the editorial update for this issue.

Audi launched new A4 and A5 line-ups, as well as an S8 performance sedan at the top of the market. Toyota chipped in again with a fourth-generation version of its city-sized Yaris hatch, and Mercedes-Benz rolled out its GLA compact SUV.

As years go, 2020 is unlikely to rank on many people’s Top 10 lists. Just about everyone on the planet has been thrown off kilter to some degree by the health, social, and financial impacts generated by the COVID-19 pandemic.

In a ‘normal’ month any one of those arrivals would be a big deal, so all of them in one burst was a stretch. But our team of journalists and publishers bent its collective back, working with an established roster of photographic and video specialists to produce a staggering amount of written and visual content, as always, designed to help in-market car buyers make the most informed decision possible.

That said, the CarsGuide editorial team has been fortunate in maintaining the ability to work in a remote structure.

Even with our news team and several key contributors further constrained by tight lockdowns in Melbourne and other parts of Victoria, we’ve managed to keep internal and external lines of communication open.

In fact, we’ve seen traffic on the CarsGuide platform running at record high levels, ranking #1 in Australia for automotive editorial as of July, August and September*.

And after a forced break from video production, we’re back in business on YouTube in a big way, which is just as well, because August in particular was a monster month for significant new product launches.

They don’t come much bigger than the Toyota HiLux (and its Fortuner SUV sibling), with an all-new Isuzu D-Max also arriving to stir an already boiling pot in the hyper-competitive ute segment.

Land Rover released its new Defender locally, the muchanticipated ‘British to its bootstraps’ 4x4 having immense shoes to fill after its long-serving predecessor departed the scene a few years ago.

But despite the new product onslaught our hand has been forced by COVID-19 in deciding to postpone this year’s CarsGuide Car of the Year Awards. Pandemic-related restrictions hindered our ability to run an evaluation program that meets our criteria and expectations. Rest assured, our intention is to bring the awards back on track in 2021.

At the same time, with international travel a likely no-go zone for a while, it’s no surprise there’s been renewed interest in domestic holiday options, and we’re beefing up our Adventure section to help those keen to head off the highway, for the first time or the hundredth time..

Adventure Editor Marcus ‘Crafty’ Craft and his crew of seasoned experts provide information on everything from selecting the right 4x4 or SUV, to building a campfire, off-road driving tips, or deciding on a camper-trailer or caravan. And that’s just the tip of the iceberg.

With still more new vehicle launches scheduled in coming months we’re determined to keep the momentum going, and if all goes to plan, Mal will be back to bring you up to speed next time around.

James Cleary Deputy Editor, CarsGuide

(Monthly) Tagged, July 2020, August 2020 and September 2020 text, P18+, PC, Smartphones & Tablet 6*Nielsen Digital Content RatingsJan - Sept 2020

Traction

Welcome Richard Dicello

“The combined strength of the three brands will create a comprehensive automotive ecosystem for dealers, improving our competitive edge in the Australian automotive market”

Gumtree Cars and CarsGuide Autotrader announced earlier in the year the expansion of Richard Dicello’s role from Head of Motors, Gumtree Australia, to Dealer Sales Director, Gumtree Cars and Autotrader.

In this new role, Dicello will be pivotal in launching a combined and single proposition for car dealers across the combined CarsGuide.com.au, Autotrader.com.au, and Gumtree Cars offering early in 2021.

This offering will provide three shop windows for partners, with a combined 40 million+ visits* per month, as well as access to a strong suite of dealer tools, delivering more value through increased buyer connections and product improvements. The combined proposition offers dealers a competitive advantage, benefiting from three powerful car platforms.

Speaking of the appointment, Shaun Cornelius, Managing Director for CarsGuide Autotrader said, “We’re thrilled to appoint Richard to the role of Dealer Sales Director. He has already forged strong dealer relationships through his work with Gumtree Cars, and we see this only increasing as he further embeds himself across both businesses. We’re excited to announce Richard’s new role to our dealer network as the next key step in our integration planning.”

Dicello brings to the role more than 20 years of diverse automotive experience, including as CEO of a major automotive and leisure finance and insurance company, uFinance, and nearly 10 years with BMW, leading Financing & Alphabet Fleet Services.

*Source: *Nielsen Digital Content Ratings, Monthly tagged, September 2020, people 2+, Digital (C/M), Gumtree, Autotrader, CarsGuide.com.au, total sessions, page views.

SOURCE: Nielsen Digital Content Ratings Australian Automotive Websites Monthly Average page views Sept 2020

Traction

Jan - Sept 2020

7

CLICK HERE TO WATCH VIDEO

senecs eht dniheB

HiLux vs D-Max 8

Jan - Sept 2020

Traction

It’s not often we see two new utes released within days of one another, but that was the case for the all-new Isuzu D-Max and the updated Toyota HiLux in late August 2020.

These two workhorse utes each encompass around 30 variants, but the two versions we recently put against each other were at the higher-grade levels - ones that are supposed to fill the dual purpose roles of work and play.

Traction

Jan - Sept 2020

9

CLICK HERE TO WATCH VIDEO

The CarsGuide editorial team put the HiLux and D-Max through their paces over a gruelling week of testing, testing, their challenges including on-road driving and hardcore off-road tracks.

Assessing the utes well beyond what a traditional test drive can offer - diffs locked, low range engaged and plenty of fun behind the wheel - Senior Editor Matt Campbell and Adventure Editor Marcus Craft hosted a detailed review video, which amassed more than 100,000 views in just seven days.

The full Isuzu D-Max and Toyota HiLux review and imagery can be found at carsguide.com.au

10

Jan - Sept 2020

Traction

Traction

Jan - Sept 2020

11

The one-stop shop for auto-intenders INDEPENDENT EDITORIAL Reviews Tow tests Advice articles Comparison tests Battlecards Trip and Trail

PANORAMAS 3D Video magazine Editorial Bespoke

12

Jan - Sept 2020

Besp oke

ntent o c ed d n Bra

DEALERSHIP AMPLIFICATION On-car decals ‘The Word’ book of reviews

Guide

OFF NETWORK AMPLIFICATION Facebook REACH Instagram REACH Youtube REACH DisplayPlus

spo n s ors h i ps

3D SCANS Showrooms Individual cars Ownership

torial i d E ent d n pe e Ind

Traction

GUIDE SPONSORSHIPS Tradie Guide Family Guide Adventure Guide Urban Guide Luxury Guide

3D s can s

Off n lificatio Amp ork tw Ne

BRANDED CONTENT Movers and Shakers Range walk-through Tradie Life Road Trips Product Demo's Interviews: Designers & Engineers Virtual Ride Alongs

Dealers h i p A mp l i f ica t i on

MINI BRAND GUIDES & MINI BRAND MAGAZINES Without video With video BESPOKE Branded banners Full custom brand publishing Other

as oram Pan Traction

Jan - Sept 2020

13

ADVENTURE GUIDE PLAYLIST Wild is the Wind - David Bowie Lost and Found - Radio Dept Chase the Sun - Planet Funk Mountain Sound - Of Monsters and Men River Rain - Dream of Dreams

14

Jan - Sept 2020

Traction

FAMILY GUIDE PLAYLIST Father and Son - Cat Stevens Hot Potato - The Wiggles Never Grow Up - Taylor Swift We Are Family - Sister Sledge Family Business - Kanye West

Traction

Jan - Sept 2020

15

‘Tools in the Shed’ A podcast powered by CarsGuide

Over the last few years podcasting has gone from nowhere to everywhere, and in late 2017, with the benefit of zero experience, the CarsGuide editorial team jumped on the bandwagon.

The aim was to get closer to the site’s audience, expand the reach of the CarsGuide brand, and have some fun once a week putting it together.

Starting as an audio-only show, imaginatively titled ‘The CarsGuide podcast’, it soon made the leap to video, and the Tools in the Shed title was adopted to reflect the sharing of insider insights mixed with inane and frankly juvenile chat from around the team.

From a standing start we somehow picked up a handful of listeners, which slowly grew to several hundred, as we dared to dream of four figures. After close to 150 episodes we’re regularly attracting an audience of several thousand with a one episode record of close to 34,000 (and counting!).

Amazingly, in the often brutal world of online feedback, the comments we receive are overwhelmingly positive, to the point where it feels like a genuine community has grown around the show. We even invited a lucky listener from the 100th episode to join us on a recent comparison road test.

Future goals? Continue having fun, keep evolving the format, and attract even more tools to the shed.

16

Jan - Sept 2020

CLICK HERE TO WATCH VIDEO

Traction

Luxury Guide coming soon. Available to sponsor.

Traction

Jan - Sept 2020

17

18

Jan - Sept 2020

Traction

Traction

Jan - Sept 2020

19

20

Jan - Sept 2020

Traction

Matt Campbell isn’t just a car guy. He lives, breathes and often bleeds cars. Not literal cars, but like, he’s accident prone and whenever he works on cars he tends to hurt himself.

Ever since his dad introduced him to everything automotive in his formative years - including Scalextric slot cars and Matchbox toys - Matt has always had a love of vehicles with four wheels, or more. On a trip around Australia at the age of six, Matt honed his truck-spotting skills and could name a Mack or Scania through kilometres of heat haze. And while his dream at that age was to be a truck driver, his love of words got in the way by the time he got to university.

Matt studied a Bachelor of Media and was awarded for his writing, and he managed to get a start with Fairfax’s Drive section through his tutor (and Fairfax contributor at the time), Tony Davis. It just so happened that Matt wrote an assignment on the way electric cars are a stepping stone towards hydrogen power becoming a mainstream alternative, and it’s fair to say his crystal ball was pretty right.

Since graduating, Matt has worked for Drive, CarAdvice and now CarsGuide, where he’s been senior editor since late 2017.

His day-to-day job might look like fun and fairytales to the casual observer, but Matt really gets his jollies in organising shoots, planning the calendar, and spreadsheeting as much content planning as he can. In recent times, Matt has been focusing more on the CarsGuide team’s video output, with comparison tests and reviews proving to be a huge winner for both viewers and OEMs alike.

While a lot of motoring journalists have enviable garages with high-end offerings, Matt likes to keep it real. He currently has two budget beaters in the driveway - a 2007 Suzuki Jimny and a newly added 2001 Audi TT quattro. He often daydreams of owning his favourite car of all time - the Audi RS6 Avant - but then he remembers that it costs about $250,000, and that could buy a lot of older, more interesting cars. Now, he just needs to build a bigger garage.

Journo snap shot

Matt Campbell, CarsGuide

Traction

Jan - Sept 2020

21

CarsGuide: the largest female audience

CarsGuide reaches more women than any other editorial platform.

Audi A4 45 TFSI

20.30%

22

Jan - Sept 2020

13.64%

CarsGuide

Carsales

79.44%

85.94% Traction

VW T-Roc 140TSI Sport

13.44%

Traction

12.47%

Whichcar

Caradvice

86.36%

87.44% Jan - Sept 2020

23

Source: *Nielsen Digital Content Ratings (Monthly) Tagged, August 2020 text, P18+, PC, Smartphones & Tablet

CLICK HERE TO VIEW

Viewers hover over hot spots to reveal more detail, reviews, video and test drive call to actions.

3D Vision

In 2020 CarsGuide Labs launched its newest product: 3D scans. Designed to transition consumers from the editorial environment straight into the dealership or ownership environment, all from the comfort of their home.

The 3D scans feature ‘hotspot’ links that can click through to feature and benefit information, find a dealer pages or for booking a test drive.

Mitsubishi

CLICK HERE TO WATCH VIDEO

26

Jan - Sept 2020

Traction

Nissan Juke outdoor 3D scan

Traction

Jan - Sept 2020

27

CLICK HERE TO VIEW

28

Jan - Sept 2020

Traction

Jeep Dealer Showroom 3D scan

Traction

Jan - Sept 2020

29

The CarsGuides Four reviewers.

Animation.

A consumer in the search for a new car.

A review format like you’ve never seen before.

CLICK HERE TO WATCH VIDEO

30

Jan - Sept 2020

Traction

“I’m thinking of getting a Toyota RAV4. Are they any good?”

That is the one question us motoring journalists are asked almost daily by everybody from family and friends to complete strangers in supermarkets.

Well, it’s not always a RAV4. It’s any car they have on their mind in that particular moment.

‘The CarsGuides’ is hosted by Matt Campbell and Richard Berry and written and directed by Richard Berry.

Watch it on our YouTube channel.

The only thing car journos like more than getting questions like this is disagreeing with each other about the answer.

We decided to combine both hobbies and make a YouTube series that, through a battle of wits and a whirlwind of car specs, helps real people find their ideal car.

Traction

Jan - Sept 2020

31

Why you need to know about Gumtree Cars In June, CarsGuide Autotrader merged with Gumtree Cars, providing partners with three automotive shop fronts and millions of car buyers.

WE ARE CHAMPIONS OF LOCAL, ACROSS EVERY RETAIL CATEGORY.

32

HOME & GARDEN

AUTOMOTIVE

BABY & CHILDREN

REAL ESTATE

ELECTRONICS & COMPUTERS

SERVICES FOR HIRE

SPORTS

JOBS

Jan - Sept 2020

Traction

Traction

Jan - Sept 2020

33

FOUR WAYS TO AMPLIFY OUR CONTENT ON AND OFF-NETWORK.

REACH FACEBOOK

Trusted CarsGuide reviews packaged into an immersive brand experience and targeted at first party auto-intenders on Facebook.

Off-network auto-intender targeting Off-network auto-intender engagement Drive brand consideration Immersive/Interactive 2 weeks to market

REACH CAROUSEL

Convert any advice article or review into an immersive brand experience native to Instagram, targeted at first party auto-intenders.

Off-network auto-intender targeting Off-network auto-intender engagement Drive brand consideration Immersive/Interactive 1 week to market

34

Jan - Sept 2020

REACH DISPLAY PLUS

REACH VIDEO

DisplayPlus uses interactive ad units to package our trusted reviews into immersive display that targets first party auto-intenders on and off network.

Off-network auto-intender targeting Off-network auto-intender engagement Drive brand consideration Immersive/Interactive 2 weeks to market

Give first party auto-intenders the messages you want them to know from trusted CarsGuide reviews, in a 15� pre-roll format on SWM BVOD or YouTube.

Off-network auto-intender targeting Drive brand consideration 2 weeks to market

Traction

REACH case study Skoda Kodiaq Days live:

Impressions:

Individuals reached:

Instant experience page views:

Clicked through to the review:

Average dwell time in review:

76

28,200

Traction

711,426

11.64%

242,176

3 mins 22 secs

Jan - Sept 2020

35

CarsGuide x Seven West Media The CarsGuide Seven West Media partnership continues to go from strength to strength. Providing automotive marketers a range of opportunities to target both passive and active auto intenders.

Strong, unduplicated reach

Data innovation

The power partnership An overview of how our partnership is best placed to help your business

Endorsement Products that support your vehicles via a neutral but trusted third-party voice

36

Jan - Sept 2020

Scale A network that delivers scale of audience across a breadth of demographics

Production Both businesses are cost efficient content houses that align with your media objectives

Expertise Auto experts to help give you insight and a competitive edge in the industry

Traction

Activation opportunities Reach TVC What is it?

Powerful third-party review TVC Why? Leverage the credibility and authority of the CarsGuide editorial and amplify it over SWM’s vast network, driving visits to the full review Ecosystem and the user journey The Review TVC works together with your brand TVC and retail creative to strengthen your messaging

Under the Hood Under The Hood is a joint Seven West Media and CarsGuide Labs brand platform, designed to help brands leverage our joint expertise while creating new commercial opportunities for OEMs to launch and advertise car models.

4+ million VIEWERS EVERY MONTH

Traction

AUTO INTENDERS WATCHING TMS

Jan - Sept 2020

37

Meet Emily Huhndorf NSW & Qld State Manager

Emily’s media career started out in media agency land where she enjoyed the world of media buying and planning. In this fast-paced world she worked across FMCG and automotive portfolios. This is where her passion for the automotive industry started, a category that she was fascinated by. Working closely with marketing teams to understand the mechanics of their business, and pushing for innovation to stand out in a competitive market. The dynamic category allowed her to help launch extraordinary branding campaigns, as well as focusing on retail strategies to ensure market share was as high as it could be. Applying this to all media channels really broadened her industry experience and knowledge, and provided her with a solid understanding of the industry’s media mix.

She then moved into TV land, where she worked in the Nine broadcast TV media sales team. This was flipping things on its head - she wasn’t the client anymore, she was the publisher. Her portfolio changed from one client to providing broadcast solutions to twenty or more. It was a change in pace - sales was a very different game. But she loved it. It was fast paced, gave her exposure to many different categories including Auto, QSR’s, pharmaceutical, gaming, alcohol, and travel, to name a few.

She is now the Group Sales Manager NSW/QLD at CarsGuide/Autotrader, working with the team to bring innovative solutions to clients with our rich first party in market car buyers. Emily loves the vibrant NSW/QLD team who are motivated to do great things!

Outside of all things media and auto you will find her snowboarding in winter, wakeboarding in summer, or snuggling with her new puppy, Billy the Beaglier.

38

Jan - Sept 2020

Traction

Tim Flattery Head of CarsGuide Labs

Brand influence on the purchase journey: Customer centricity simply means be where the customers are making decisions

The most recent CarsGuide research into the complex thought processes behind a purchase decision should be essential reading for any media agency and marketing team.

It not only confirms the findings from 2019’s Wave purchase journey study: that the preferred car brand isn’t fixed for 70% of people when they start planning to buy a new car; but it also shines a light on new sequences of behaviour that are counter-intuitive and challenge long-held media channel planning assumptions.

The key finding, that the final purchase decision of one third of buyers can be changed at the last minute, is probably the most exciting and confronting for marketers. It’s exciting, because not all is lost for brands that don’t make the initial shortlist of a buyer once they actively start looking, but confronting for brands that have spent years and millions of media dollars building bias for their cars, only to lose out on the sale at the final hurdle.

The solution? Weight your media spend to be present where the buyers are making decisions and ensure your brand voice is loudest on the media channels that are the most influential when buyers are in market.

The good news is auto marketers don’t need to sit through a two hour media strategy powerpoint presentation to find out where to invest, because the top two most influential media channels for in-market car buyers are really obvious: 1) internet research generally and 2) car review / comparison sites. Manufacturer and dealer sites have a medium influence on decision making and their role is different: they are primarily valued for checking up precise specifications and model details.

Traction

Unsurprisingly, traditional and social media is rated as having a relatively low influence when compared to the top two channels.

It can’t be understated that third-party comparison sites play the single most critical role at the in-market phase and should be the first channel that attracts media investment.

Why? Because they are the only media channel that offer a highly valued free service to car buyers to help them with the biggest purchase outside of buying a house: access to auto journalists who have no bias when assessing the strengths and weaknesses of a new car.

Think of it this way: CarsGuide isn’t a media channel at all – it is a solutions-based form of software packaged as a media channel that certainly shouldn’t be referred to as a ‘portal’ or ‘performance media’. That leaves too many ‘influence opportunities’ on the table. Understanding this nuance changes most media channel strategies and allows auto marketers to increase sales and reduce media dollars wasted on less influential channels.

Importantly, CarsGuide journalists are the most fiercely independent and most trusted reviewers in Australia. It’s the reason our readers, who come to us to build their shortlists and remove doubts they have about their choices, rely on them so completely. It’s also the reason marketers trust us to build brands as well as drive sales in the relatively short time a buyer is in market.

Jan - Sept 2020

39

Digital influence on the car buying journey CarsGuide’s latest research continues to explore how the consumer buying journey is changing and where the opportunities are for automotive marketers.

The following is an excerpt from the research report. The full report is available from your CarsGuide representative

Digital influence on the car buying journey

CarsGuides latest research continues to explore the how the consumer buying journey is changing and where the opportunities are for automotive marketers.

The consumer decision journey, 2009; USA data

Path to purchase; USA, 2018

Project Wave, research commissioned

by CAMS; Australia, 2019

“…people don’t shop for cars by a simple process of elimination.”

“contrary to the funnel metaphor …the number of brands under consideration may now expand”

“The number of brands considered more than doubles in the active research phase”

Need to adapt to meet the changing consumer journey

Know which brand? Question “Before you started car research, did you know the specific car brand you were / are going to buy?

Question

Please choose the statement that best describes you…

Our interpretation:

No, definitely did not know

I was open to a wide variety of brands

“Up for grabs”

No, did not know

There were a few brands I was going to consider

“Available”

Not sure

I had a brand in mind, but I was going to consider others

“Brand leanings”

Yes, knew

I had a specific brand, that I was fairly certain I was going to buy

“Brand loyalty”

Aiming for question to be clear for consumers to self-classify

Know which brand? (Loyalty) 12%

No, definitely not

40%

22%

Yes, I knew

No, did not know

12%

No, definitely not

29%

25%

Yes, I knew

No, did not know

Possibly some post-rationalisation in this figure

26%

35%

Not sure

BUYERS:

Nett 60% No or Not sure

Not sure

INTENDERS:

Nett 71% No or Not sure

Which brand is not fixed initially - for between 60% (buyers) and 70% (intenders) B5 / C5: Before you started looking or doing car research, did you know the specific car brand you were going to buy? Please choose the statement that best describes you.

Base: Buyers n = 600, Intenders n = 600

40 Jan - Septmarket 2020 research panel.

Source: Respondents via Dynata.

Leading Fieldwork: 28/8 to 10/9, 2020. N=1,200, buyers =600, intenders = 600.

Traction

Know which brand? Luxury vs. Standard BUYERS LUXURY

INTENDERS STANDARD

LUXURY

STANDARD

No, definitely did not know

9%

12%

9%

13%

No, did not know

13%

24%

11%

29%

Not sure

25%

26%

26%

36%

Yes, knew

53%

37%

54%

23%

100%

100%

100%

100%

n = 130

n = 470

n = 116

n = 484

NB

NO OTHER SKEWS APPARENT FOR OTHER BREAKS; I.E. DEMOGRAPHICS, VEHICLE TYPE, CAR INTEREST

Higher ‘brand loyalty’ for luxury ($60K+) market

How long is the research process?

Longer search: ● ● ●

20%

More than 1 year before purchase Nearly a year before Over 6 months

Medium search: ● ● ●

● ●

Half have a longer / medium search

28%

6 months before 5 months before 4 months before

Shorter search: ●

Buyer only data, as Intenders are in the middle of search (therefore don’t know how long it will take).

BUYERS

Started looking?...

52%

3 months before 2 months before 1 month or less

Half have a shorter search

Half the market are looking for longer periods… So their antennae are up, even in not ‘actively’ researching B4: When did you first start thinking about / looking for this new car?

Base: Buyers n = 600

What sort of websites?

Question

What sort of websites… ● ● ●

Did you use Did you first visit If you could only visit one type

TOTAL BUYERS & INTENDERS Use

First visit

If one only

Listings / review / comparison sites

56%

38%

42%

Car manufacturer / brand sites

57%

37%

33%

Dealership sites

46%

18%

19%

Social media

18%

7%

6%

Listings / review sites and manufacturer brand sites ranked top B13 / C13: What sort of websites di you use for car research?

B13 / C13: What sort of website did you first visit when you started to research cars?

Traction

B14 / C14: If you could only visit one type of website to research a vehicle purchase, which would you choose?

Base: Buyers n = 600, Intenders n = 600

Jan - Sept 2020

41

Role of reviews / comparisons Question

… about car review / comparison sites.

When you research cars online, it often gets you looking at brands and models you hadn’t considered before”

Buyers

52%

Intenders

53%

Agree

16%

Strong agree

0%

10%

20%

22%

30%

40%

50%

60%

70%

80%

Around 7 in 10 agree: Online research gets you considering new brands and models B15 / C15: Do you agree or disagree with this statement about car review / comparison sites? “When you research cars online, it often gets you looking at brands and models you hadn’t considered before”.

Base: Buyers n = 600, Intenders n = 600

Attitudes: Dealerships Feel about visiting car dealerships

2020

27%

31%

30%

8%

2019

18%

33%

35%

9%

Buyers + Intenders

Buyers + Intenders

9-10 Very Positive

7-8 Positive

4-6 Neutral

2-3 Negative

4%

4%

0-1 Very Negative

Skew towards positive - contrary to stereotype re. attitude to dealers; more positive in 2020 E2: How do you feel generally about visiting car dealerships when looking to buy a car?

Base 2020: All respondents n = 1,200 Base 2019: All new respondents n = 743

How many brands considered?

BUYERS: Ave. number of brands

INTENDERS: Ave. number of brands

TOTAL Buyers + Intenders

Initial consideration

2.4

Initial consideration

3.1

Initial consideration

2.8

Active research consideration

5.6

Active research consideration

7.2

Active research consideration

6.4

Number of brands considered more than doubles in the active research phase B17 / C17: When you were researching, which of these brands did you look at or consider / have you looked at or considered?

B19 / C19: Before research, which of these brands – if any – were you initially considering?

Base: Buyers n = 600, Intenders n = 600

Source: Respondents via Dynata. Leading market research panel.

Fieldwork: 28/8 to 10/9, 2020. N=1,200, buyers =600, intenders = 600.

42

Jan - Sept 2020

Traction

What sort of websites?

Question

Which of these influenced you to look at / consider these ‘other’ brands?

Top 2 box: influence

TOTAL BUYERS & INTENDERS

Influence

57%

Internet research generally

HIGH

54%

Car review / comparison website recommended

MEDIUM

Previously owned or driven cars

52%

Talking to friends or family

48%

Saw an advert online / ad from a search engine

37%

Social media

31%

50%

Car manufacturer / dealer website Dealership visit / or other contact (e.g. phone, email)

LOWER

Internet research / car websites

47%

Review / comparison sites

36%

Advert in traditional media (e.g. TV, radio, print)

Overall: Internet research & Review / comparison sites

The finalising stage: How many switch?

55%

Didn`t consider others

FINALISING

28%

i.e. which car / deal

Considered, but didn`t change

17%

Changed car

Of this 17%

A different brand

Switch to…

Same brand, different model / grade

12% 5%

Approx. 1 in 5 change car they had decided on B27: During this finalising stage, which of the following happened? (Changed / Considered / Didn’t consider).

Base: Buyers n = 600

Executive summary: Key findings 1.

2020 study examines the trend of digital influence in the purchasing journey.

2.

Which brand is not fixed initially, for between 60-70% of people.

3.

The search process takes an extended period for around ½ of consumers.

4.

Review / comparison sites get people looking at new brands, 7 in 10 agree.

5.

Attitudes to dealership tend to be positive for a majority of buyers & intenders.

6.

The number of brands consider more than doubles (ave. 2.8 to 6.4) during research.

7.

Car review / comparison sites are in the top two influences overall.

8.

Approximately 1 in 5 people change their car choice in the finalising phase.

For the full research report, contact your CarsGuide representative 43Traction

Jan - Sept 2020

Jan - Sept 2020

Traction43

Deeper engagement CarsGuide Labs Panorama product case study.

Weeks into COVID-19 lock down, CarsGuide Labs launched its first panorama product for Mitsubishi.

With dynamic call-to-actions throughout key editorial locations, consumers were invited into a purpose built environment featuring 3D dealer scans, product video, features and benefits.

CLICK HERE TO VIEW

44

Jan - Sept 2020

Traction

Traction

Jan - Sept 2020

45

Autotrader News: Free SMS & a New App

2020 has been a year of huge developments and news on the Autotrader platform.

Free SMS

New app

In February, SMS leads were introduced as another way for consumers to contact dealers. The Autotrader 2019 research study ‘Connect’ found that 41% of car buyers under the age of 44 considered SMS an important contact method. Since the launch there’s been a 451% increase in SMS leads through Autotrader and CarsGuide.

In July the new Autotrader app was launched, providing buyers with a more engaging and sleek experience. With a grid layout, more listings are visible to the user and information of importance to the consumer is prioritised.

46

Jan - Sept 2020

Traction

Lead status and updates

New UX

Following dealer feedback, Autotrader released a number of new features to the Autotrader Dealer Hub that will assist dealers with efficiency and lead management. The Dealer Hub can now: • Allocate a status to each lead from a drop down menu to easily see its status at a glance and filter out any closed leads so that the only leads in play are viewable.

• Apply notes to add detail around the customer’s vehicle requirements, budget, trade-in, and maintain history of discussions and next steps.

• Filter by status or keywords in notes to quickly and easily get the information that you need. All of these features are free of charge.

In September the new Autotrader UX was released. After months of planning and testing the new format highlights to our buyers the quantity of stock we have available, increases exposure that dealers get for their vehicles, improves lead conversion rates for dealers and makes it easier to use and understand for buyers.

Traction

Jan - Sept 2020

47

How Big Box Cars is leveraging Autotrader in its marketing mix

We caught up with Tom Kennedy, the General Manager at Big Box Cars in Brisbane to find out why he sees Autotrader as an important part of their marketing mix.

Why did you start using Autotrader?

We like what Autotrader bring to the market. And it aligns really nicely with our business model around transparency, and really putting the customer first. The fees and charges from Autotrader have always been fine, to be fair, they’re transparent, and reasonable.

How do you find the quality of Autotrader leads?

An Autotrader lead is a higher quality lead. Our customers know our address, they know our location, and they know about our business. So, when they walk in and they’re ready to come and see us, they’re further down the buying channel and more qualified.

Do you use Autotrader’s Dealer Hub? Dealer hubs are a great tool to complement our inventory reviews and also to make sure that our cars are priced fairly to the market. It also allows us to provide individual comments to support Kelley Blue Book’s fair market value.

What’s the best thing about using Autotrader?

We love the open model that Autotrader provides, where we can promote our own unique selling propositions, as well as our reviews, our address and all the details about our business rather than just details about the car.

What about the value of Autotrader?

The pricing model might be a little bit different to what you’re used to, but that’s because you get walk-ins, Facebook clicks, website clicks, as well as traditional leads.

What’s the benefit of the open model?

Since we listed with Autotrader, we’ve certainly seen a lift in walk-ins. And as you know, walk-ins always get a higher conversion to sale.

What would you say to a dealer considering coming on board with Autotrader?

I’d encourage every dealer to get on board. Autotrader leads are high quality, they offer value for money and they’re transparent.

48

Jan - Sept 2020

Traction

WE DON’T NEED TO TELL YOU THERE’S MORE THAN ONE WAY TO SELL Autotrader is a smarter way to trade auto. With simple tools like Price Advisor from Kelley Blue Book, Dealer Reviews and customisable dealer pages, you can deal differently.

autotrader.com.au

Traction

Jan - Sept 2020

49

YouTube snapshot 1st Jan - 30th September 2020 Top performing videos and statistics.

Genesis GV80 2020 review

3:53

554,383

36k

Average view duration

Total views

Total watch time

Toyota Prado v Toyota Fortuner v Ford Everest v Mitsubishi Pajero Sport 2020 comparison review

50

7:54

547,093

72.3k

Average view duration

Total views

Total watch time

Jan - Sept 2020

Traction

Toyota Prado 2020 review: GXL off-road

2:27

208,500

8.6k

Average view duration

Total views

Total watch time

Subscriptions

+39K – Total subs now 147K Views

14.1M Viewable hours

838K

Traction

Jan - Sept 2020

51

Most searched makes & models - used.

Most searched makes & models - editorial.

1. Toyota RAV4

1. Toyota Landcruiser

2. Toyota LandCruiser

2. Toyota HiLux

3. Toyota LandCruiser Prado

3. Ford Ranger

4. Nissan X-Trail

4. Toyota Corolla

5. Mazda CX-5

5. Isuzu D-Max

6. Holden Captiva

6. Subaru WRX

7. Mitsubishi Outlander

7. Holden Colorado

8. Honda CR-V

8. Kia Stinger

9. Toyota Kluger

9. Holden Commodore

10. Subaru Forester

10. Mazda BT-50

Most searched makes - used.

Most searched makes - editorial.

1. Toyota

1. Toyota

2. Ford

2. Ford

3. Holden

3. Mazda

4. Mazda

4. Hyundai

5. Mitsubishi

5. Kia

6. Nissan

6. Subaru

7. Hyundai

7. Holden

8. Volkswagen

8. Nissan

9. Subaru

9. Isuzu

10. Mercedes-Benz

10. Mitsubishi

Source: Google Analytics - carsguide.com.au and Autotrader.com.au

52

Jan - Sept 2020

Traction

38.00 16.00 99.00 40.00 97.00 63.00 91.00 37.00 88.00 41.00

9.00 6.00 0.00 1.00 5.00 2.00 4.00 8.00 0.00 9.00

Ranking by bodystyle CarsGuide and Autotrader classifieds Top 10 most searched car types for sale.

Top 10 Sedans

Top 10 Hatches

1. Holden Commodore

1. Toyota Corolla

2. Ford Falcon

2. Mazda 3

3. Toyota Corolla

3. Hyundai i30

4. Mazda 3

4. Volkswagen Golf

5. Toyota Camry

5. Kia Cerato

6. Mitsubishi Lancer

6. Toyota Yaris

7. Kia Cerato

7. Honda Civic

8. Honda Civic

8. Ford Focus

9. FPV V6

9. Mazda 2

10. Holden Calais

10. Subaru Impreza

Top 10 SUVs

Top 10 Utes

1. Toyota RAV4

1. Toyota HiLux

2. Toyota LandCruiser

2. Holden Commodore

3. Toyota LandCruiser Prado

3. Ford Falcon

4. Nissan X-Trail

4. Toyota LandCruiser

5. Mazda CX-5

5. Ford Ranger

6. Holden Captiva

6. Mitsubishi Triton

7. Mitsubishi Outlander

7. Mazda BT-50

8. Honda CR-V

8. Holden Colorado

9. Toyota Kluger

9. Isuzu D-Max

10. Subaru Forester

10. Nissan Navara

SOURCE: Google Analytics - carsguide.com.au and Autotrader.com.au

53Traction

Jan - Sept 2020

Jan - Sept 2020

Traction53

CarsGuide reviews The car reviews that attracted the most views.

1 Source: Google Analytics - carsguide.com.au

Toyota RAV4 2020 review: Cruiser hybrid AWD off-road test

2

3

Toyota Prado 2020 review: GXL off-road

Toyota LandCruiser LC79 2020 review: single cab, cab chassis GVM test

4

5

LDV T60 2020 review: Luxe off-road

Mitsubishi Pajero Sport 2020 review: GLS off road

6. VW T-Cross 2020 review 7. VW Tiguan 2020 review 8. Isuzu MU-X 2020 review: LS-T long term 9. Toyota HiLux 2020 review: SR5 10. Subaru Outback 2020 review: 2.5i Premium adventureguide

tradieguide

11. Toyota Prado 2019-2020 review: GXL

16. Kia Seltos 2020 review: Sport+ AWD

12. Toyota Prado 2020 review: GX

17. Ford Ranger FX4 2020 review

13. LDV D90 2020 review: Executive

18. Toyota LandCruiser 200 Series 2019 off-road review: VX

14. Toyota C-HR 2020 review: Koba Hybrid 15. Kia Sportage 2020 review familyguide

expertguide

19. Mazda BT-50 2020 review: XTR 4x4 GVM test 20. MG ZS 2020 review urbanguide

Source: Google Analytics - carsguide.com.au

54

Jan - Sept 2020

Traction

CarsGuide news The car news articles that attracted the most views.

SOURCE: Google Analytics - carsguide.com.au

1

The most powerful ute in Australia? How Kia’s new dual-cab could change the game 2

3

Hyundai ute to get punchy six-cylinder diesel - watch out Toyota HiLux and Ford Ranger!

Toyota LandCruiser 300 Series 2021 to be revealed in July with TWO new 3.5-litre V6 engine options - reports

4

5

New Kia ute render surfaces: Stinger-based pick-up would put the frighteners on the Toyota GR HiLux 6. Forget Commodore and Falcon: New Australian car company H2X to take on Toyota RAV4 with locally built Snowy SUV 7. Toyota LandCruiser 300 Series 2021 to get diesel engine! New off-road icon to get 2.8-litre unit - reports 8. Is this the ultimate Toyota tough truck? Toyota HiLux Black Bison is here to give your Ford Ranger Raptor nightmares 9. Toyota silences LandCruiser 300 Series doubters! New off-road icon to offer more grunt, towing and capability than V8-powered 200 Series - regardless of how many cylinders it has 10. New Suzuki Jimny ute 2020 detailed: SUV gets steel tray option to become baby Ford Ranger rival!

Traction

Toyota LandCruiser 300 Series to be revealed in August! Twin-turbo hybrid V6 to produce 220kW 11. Holden Colorado finally outpunches the Ford Ranger Raptor: New Walkinshaw Performance W550 will transform your ute into a powered-up weapon 12. Why Toyota HiLux GR 2023 will be a monster: LandCruiser 300 Series’ 3.3-litre V6 could produce the world’s most powerful diesel ute

16. New Toyota Corolla GR hot hatch is coming! 200kW, all-wheel-drive screamer to arrive in 2023: reports 17. Toyota GR HiLux to be Australia’s most powerful diesel dual-cab?

New LandCruiser 300 Series V6 engine would change the ute game 18. What happens to the Holden Colorado dual-cab ute now?

13. This is why your Tesla Model 3 is so expensive: Elon Musk concedes Australian pricing “seems high”

19. OFFICIAL: This is the 2021 Toyota HiLux! Every new detail revealed

14. New Kia ute 2022 rendered: This is how tough Korea’s incoming Toyota HiLux rival could look

20. How fast is the new Toyota HiLux? Zero-to-100km/h times revealed - and it’s faster than a Ford Ranger Raptor!

15. Toyota LandCruiser 300 Series 2021’s V6 diesel engine! New offroad icon set for tons of torque in Australia Source: Google Analytics - carsguide.com.au

Jan - Sept 2020

55

Major launches Popularity of launches this quarter.

Top 10 views 1. Volkswagen T-Cross 2020 review 2. Chevrolet Silverado 2020 review: 1500 LTZ Premium Edition 3. Kia Sorento 2021 review 4. Mazda CX-5 2020 review 5. Isuzu D-Max 2021 review: X-Terrain 6. Isuzu D-Max 2021 review 7. Subaru Forester 2020 review: Hybrid S 8. VW T-Roc 2020 review: 140TSI Sport 9. Mercedes-AMG A 45 S 2020 review 10. MG HS 2020 review

56

Jan - Sept 2020

Traction

Contact us Let us show you how your brand can get maximum exposure on one of Australia’s leading automotive marketing ecosystems.

For sales enquiries

For editorial enquiries

For dealership enquiries

Carl Davies National Sales Director, Media 0400 008 232 carl.davies@carsguide.com.au

James Cleary Deputy Editor 0422 019 018 james.cleary@carsguide.com.au

Richard Dicello Dealer Sales Director – Gumtree & Autotrader 0400 863 526 richard.dicello@autotrader.com.au

CarsGuide and Autotrader are part of the eBay Classifieds Group: eBay Classifieds Group is an innovative leader in online classifieds, with a collection of brands that span the Globe.

Our sites help people find whatever they’re looking for in their local communities – whether it’s a job, an apartment, a sofa, a car, a concert ticket, financial services or new friends.

Every connection made or item found makes a difference by creating a world where people share more and waste less.

People who want to connect and trade visit our sites because they’re fun, easy to use and built on trust. Our unique brands – Autotrader, BilBasen, CarsGuide, DBA, 2dehands/2ememain, eBay Kleinanzeigen, Gumtree, Kijiji, Marktplaats.nl, mobile. de, Motors.co.uk, and Vivanuncios – offer online classifieds in more than 1,000 cities around the world.

Printed on recycled paper.

Traction

Jan - Sept 2020

57