Even for Cox Automotive Australia CTO Jeremy Gupta, buying a new car isn’t painless. “There are fears that are inherent in the car-buying process, and for me not being a car enthusiast, it was understanding what is the right car for my lifestyle.”
To accommodate the safety and utility required by having two young kids, Gupta eventually took home a Hyundai Santa Fe.
But he’s quick to point out that he had people in the industry guiding him. It’s that same insight, understanding, and advantage that Gupta and his team are systematically building into their Autotrader Australia site, especially since recent Cox research shows that 55% of buyers turn to the web as part of their car-buying journey.
Autotrader grew out of the editorial brand CarsGuide, which offers reviews, news, and advice on car ownership. In 2016, Cox Automotive joined forces with more than 30 auto dealers to expand into the Australian market. The group is also taking on two strong brands currently dominating the classifieds marketplace with an app and site tailored for both buyers and sellers.
Australia, says Gupta, is catching up to the U.S. in terms of the car-buying transparency available through sites like CarGurus. “Autotrader’s a new challenger in the market,” says Gupta. “It’s built on trust and transparency.” Rather than a calcified business model, partnering with dealers means Autotrader can also offer the benefit of a marketplace tailored for both buyers and sellers.