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The campaign, incorporating press, social media and digital marketing, will target an audience of over 50s to promote cars listed on the online classified site, as well as the benefits of buying from a franchised dealer and the protection afforded by Trusted Dealers’ 10 Points of Difference.
With research showing that over 50s make up 80% of the UK’s total wealth and have around £205 billion in disposable income, the new campaign will showcase Trusted Dealers’ clients through targeted advertising and digital partnerships.
More than 15 million of over 50s in the UK are now online, with six million on Facebook, and an estimated annual online spend of £2,100. Some 70% of over 50s believe it’s worth paying extra for quality goods and 44% are prepared to pay more for products that make life easier, making them a valuable target audience for franchised dealers.
Trusted Dealers Managing Director, Neil Addley, said: “Trusted Dealers counts some of the biggest franchised dealers in the country amongst its members and this new campaign will showcase cars from these dealers on a very targeted platform, to the people who are most likely to buy. Over 50s are the most likely to buy from a franchised dealer, valuing the benefits of buying knowing there are no nasty surprises.
“We’ve conducted a great deal of research into the market and the changing way in which people are researching and buying their cars, with a growing focus on social media platforms. This integrated campaign will market our clients’ cars across a variety of platforms, specifically tapping into the growing demographic on digital platforms and social media.”