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Case study: How Volvo are driving more new car leads to their retailer network through Auto Trader Background For 2019, Volvo’s new car sales were considerably ahead of their performance the previous year. To continue their trend as the fastest-growing premium brand in terms of market share, Volvo wanted to explore new opportunities to drive incremental leads to its retailer network. Here’s how they’re using Auto Trader’s new car product to do just that. BRAND NEW CARS

Case study: How Volvo are driving more new car€¦ · Case study: How Volvo are driving more new car leads to their retailer network through Auto Trader Background For 2019, Volvo’s

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Page 1: Case study: How Volvo are driving more new car€¦ · Case study: How Volvo are driving more new car leads to their retailer network through Auto Trader Background For 2019, Volvo’s

Case study: How Volvo are driving more new car leads to their retailer network throughAuto Trader

BackgroundFor 2019, Volvo’s new car sales were considerably ahead of their performance the previous year. To continue their trend as the fastest-growing premium brand in terms of market share, Volvo wanted to explore new opportunities to drive incremental leads to its retailer network. Here’s how they’re using Auto Trader’s new car product to do just that.

BRAND NEW CARS

Page 2: Case study: How Volvo are driving more new car€¦ · Case study: How Volvo are driving more new car leads to their retailer network through Auto Trader Background For 2019, Volvo’s

Volvo have the fastest market-share growth amongst all premium car brands

50,319

New cars sold in2018 in the UK

+9%

Sales growthvs 2017

Best sellerVolvo V40

(13,413 sales)

2nd Best seller

Volvo XC60(11,394 sales)

Market sharevs 1.82% in 2017

+17%YoY market share

% increase

BRAND NEW CARS

Page 3: Case study: How Volvo are driving more new car€¦ · Case study: How Volvo are driving more new car leads to their retailer network through Auto Trader Background For 2019, Volvo’s

Results from one of Volvo’s best performers in September

31new cars

advertised onAuto Trader

2.4msearch

appearances

123new

cars SOLD

sales influenceon vehiclesadvertised1

58%

advertviews

10.9k

Excellent

Excellent

Goo

d

Fair

Poor

Very Poor

96%

advert qualityscore

15% of the retailer’s total new car sales in September were influenced through Auto Trader2

1 percentage sales influence on the vehicles advertised on Auto Trader in September. 2 percentage influence on the retailer’s total volume of new car sales in September.

BRAND NEW CARS

Page 4: Case study: How Volvo are driving more new car€¦ · Case study: How Volvo are driving more new car leads to their retailer network through Auto Trader Background For 2019, Volvo’s

What they’re doing well… Offering a fair saving on theMRRP

Displaying multiple imagesof the actual car

Communicatingwith buyers

via Live Chat

Enabling buyersto contact viaSMS Text

Promoting keybenefits with a

snappy attention grabber

BRAND NEW CARS Building trustwith reviews

Page 5: Case study: How Volvo are driving more new car€¦ · Case study: How Volvo are driving more new car leads to their retailer network through Auto Trader Background For 2019, Volvo’s

The top 5 performing Volvo retailers on Auto Trader in September

Retailer ranking Stock advertised Search appearances Advert views Advert quality score (/100) Ad views per car

1 9 792,300 7,535 100 807

2 12 654,668 6,779 95 567

3 31 2,402,997 10,991 96 391

4 38 1,116,068 13,259 88 345

5 16 448,772 2,156 99 132

=

More ad views

Moreopportunities

to sell

BRAND NEW CARS

Page 6: Case study: How Volvo are driving more new car€¦ · Case study: How Volvo are driving more new car leads to their retailer network through Auto Trader Background For 2019, Volvo’s

What the brand said...

“Auto Trader has been a household name for car buyers for decades and remains the ‘go to’ website.

With the significant growth in new car searches on their platform, we want to make it as easy as possible for our retailers to make their stock visible and simple for Volvo buyers to see that stock.

The team at Auto Trader have been great to work with, and I look forward to seeing the results and retailer return on investment over the coming months.”

“We want to make it as easy as possible for our retailers to make their stock visible and for Volvo buyers to see that stock “

Mark CoxVolvo National Sales Manager

BRAND NEW CARS

Page 7: Case study: How Volvo are driving more new car€¦ · Case study: How Volvo are driving more new car leads to their retailer network through Auto Trader Background For 2019, Volvo’s

What one of the leadingretailers said…

“As Volvo have increased their annual sales volumes, naturally we as retailers are required to hold more vehicles in stock to achieve targets. Having the ability to showcase this stock on Auto Trader and turn it sooner has been instrumental to the success we’ve seen.

With the importance of online retailing today, the main selling point with Auto Trader is that it helps us to generate leads for the new cars we have available in stock today. In a world that wants everything yesterday, buyers don’t want to order a car and have to wait months for it to arrive.”

Andrew AxsonSales Manager, Volvo Cars Havant

“In a world that wants everything yesterday, buyers don’t want to order a car and have to wait months for it to arrive “

Page 8: Case study: How Volvo are driving more new car€¦ · Case study: How Volvo are driving more new car leads to their retailer network through Auto Trader Background For 2019, Volvo’s

Taking brand new stock out of hidingAuto Trader has a dedicated team to help you with advertising your brand new stock and optimising its performance.

To start advertising, or if you need any support, just contact us on 0344 381 1442 or email [email protected]

BRAND NEW CARS