Days after the announcement that consumer motoring magazine website What Car? is launching a new cars for sale website against the likes of CarWow, classifieds giant Auto Trader has launched a proposition to advertise every new car available to order in the UK.

Auto Trader say that buyers will be able to browse multiple variants, colours and other optional extras, refining their choice before contacting a UK franchise dealer of their choice.

Auto Trader have also appointed Marc Palmer, previously of Ford, Hyundai, Mercedes-Benz and Nissan, as manufacturer brand director to help spearhead manufacturer relationships.

The classifieds website cites Kantar research saying that 64% of new car buyers already visit Auto Trader, and their own findings that say that 60% of all car buyers are open to considering a brand new vehicle.

Explaining what they are doing, Palmer says, “There are clearly many benefits for consumers looking for a new car on Auto Trader with the introduction of every new car available – but this new proposition also opens up a huge new car audience on Auto Trader for car manufacturers, the scale of which they simply may have been unaware of before.”

Palmer adds, “Manufacturers do not often speak to the buyer who is undecided when it comes to new or used vehicles, but now they can do just that, in an environment that hosts the UK’s largest audience of car buyers.”

Welcoming Palmer to the role, Auto Trader Digital Director, Chris Ward, says “We’re delighted to have Marc, and all of his experience here at Auto Trader, as it will help us further understand the challenges of car makers. Marc’s appointment and the new car offering will both help us provide more innovative advertising solutions that meet the needs of our customers, led by a detailed understanding of the consumer car buying behaviours of our vast new car audience.”