CarGurus launches first UK TV advertising campaign

CarGurus, the online automotive marketplace, is aiming to drive traffic to its website and build awareness with the launch of a national TV advertising campaign in the UK.  The advert will run through quarter one of 2019. It was inspired by research looking at which elements of the CarGurus platform were most valuable to consumers when looking to buy a used car from a reputable dealer. The move was flagged up by founder Langley Steinert to Motor Trader in mid-2018 following the launch of CarGurus’ TV advertising programme in the US. CarGurus has been upping its game in the UK with the acquisition of used car motoring website PistonHeads from Haymarket Media Group. Steinert has acknowledged that one of the key differences between launching in the US and the UK was the dominance of Auto Trader. But he argues that the CarGurus transparency proposition is compelling and UK dealers like choice.