Digital automotive platform Auto Trader has launched a new brand campaign to drive new car sales in the UK.

The campaign will showcase Auto Trader's extensive selection, featuring 20,000 new and 37,000 nearly-new cars.

Auto Trader has launched a multi-million-pound brand campaign to enhance new car sales amid the growing challenges in the UK's automotive market.

The 'Found AT' campaign, which is the company's largest financial commitment thus far, will be active continuously over the next six months.

The campaign will highlight the extensive selection of vehicles available on Auto Trader's platform, including 20,000 new and 37,000 nearly-new cars.

This move is strategically timed to coincide with the September plate change, and it is projected to reach 96% of the UK's adult population.

Each individual is expected to encounter the campaign approximately 35 times, the online automotive marketplace said.

Auto Trader has developed this campaign as part of its effort to support its partners in navigating the increasingly difficult new car market.

Retailer input was integral during the campaign's creation to ensure that the messaging, tone, and approach were appropriate and effective, Auto Trader noted.

The primary goal of the campaign is to increase the current two million monthly visits to Auto Trader's new car platform, in addition to the roughly 6.5 million daily new car searches.

A significant focus of the campaign will be to generate consumer interest in electric vehicles (EVs) and address the stagnation in new EV demand, which comes as pressure mounts to meet zero-emission vehicle (ZEV) mandate targets.

In addition to featuring a variety of models, the campaign will include a dedicated television advertisement and a digital campaign centred on Auto Trader's monthly electric vehicle giveaway.

Auto Trader’s commercial director Ian Plummer said: “We’re in a fortunate and privileged position to be able to increase our already considerable investment in driving even more highly engaged buyers to our partners’ new and nearly new car stock.

“As the new car market dynamics change and the industry faces a growing array of challenges, not least the mounting pressure from EV targets, this new campaign highlights our unwavering commitment to our partners.

“As well as ensuring retailers and manufacturers have the best opportunity to profit during the key plate-change month of September, I hope this campaign and our wider investment in new car marketing this year will have a lasting contribution to the ongoing health of the market.”