CarExpert has become New Zealand’s largest automotive publisher less than six months after entering the market.
In July, 357,794 New Zealanders visited the CarExpert website, with almost 50,000 more consuming CarExpert content across partner platforms Trade Me and Stuff. This takes its combined monthly audience to more than 407,000* across the three platforms.
The result puts the new entrant at the top of New Zealand’s automotive publishing market just months after its February launch.**
CarExpert NZ was launched as a joint venture with Trade Me, bringing the model behind Australia’s biggest new car website to the New Zealand market.
Reflects consumer needs
CarExpert chief executive officer Damon Reilly says the speed of the audience growth reflected consumer need.
“The fundamentals that made CarExpert Australia’s biggest new car website haven’t changed. People want a trustworthy source to help them make an informed, confident decision about their next car.
“That’s as true in Auckland as it is in Adelaide. To see New Zealanders embrace CarExpert at this pace, in less than six months, tells us there is a real appetite for what we are building,” Reilly adds.
Making sense of the market
CarExpert’s proposition is centred on helping buyers make sense of an increasingly complex new car market through independent reviews, news and advice. Tools like car comparisons and Car Chooser help buyers narrow down their options and build a shortlist.
CarExpert NZ country manager Mat McNay says the rapid arrival of new brands, technologies and powertrains was making independent automotive information increasingly important for Kiwi buyers.
“New Zealand’s new car market is changing incredibly quickly. New brands, models, technologies and fuel types are arriving all the time, giving buyers more choice, but also making the decision much harder.
“People are looking for credible, information-rich sources that help them cut through that complexity. The audience growth we’re seeing suggests they’re finding that at CarExpert.”
One audience, three major platforms
CarExpert content now powers the motoring sections of both Trade Me and Stuff, extending its reach well beyond CarExpert.co.nz.
These partnerships go beyond content, opening the door for cross platform partnerships allowing advertisers to reach more advertisers in a streamlined, strategic buy.
McNay says the first six months had focused on establishing the brand and building a strong local audience.
“The next phase is where it gets really exciting. We have established the audience. Now we’re building out the proposition across content, video and our partnerships with Stuff and Trade Me.
“For consumers, it means more genuinely useful New Zealand automotive content. For advertisers, it creates a combination of automotive context, scale and cross-platform reach that is difficult to replicate anywhere else in the market.”
Next stop: YouTube
CarExpert will next month reveal the winner of its nationwide search for the face of its New Zealand video channel, ahead of the launch of CarExpert NZ on YouTube.
Video has been central to CarExpert’s growth in Australia and the New Zealand channel will combine locally produced vehicle reviews, news and explainers with collaboration between the Australian and New Zealand teams.
The launch will give Kiwi consumers another way to research, compare and understand their next new car.
The post CarExpert becomes NZ’s largest automotive publisher in under six months appeared first on stoppress.co.nz.
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