Auto Trader agrees long-term partnership with Green.TV Media, becoming Headline Partner for World EV Day

Ian Osborne
Electric Drives Editor-in-Chief

As part of its ongoing commitment to supporting and inspiring consumers, and the industry alike, to make the transition to electric vehicles (EVs), Auto Trader has signed a substantive partnership with Green.TV Media, the multi-platform sustainability media company that hosts World EV Day.

Auto Trader Group plc is the UK and Ireland’s largest automotive marketplace. It was listed on the London Stock Exchange in March 2015 and is now a member of the FTSE 100 Index, so this is an exciting partnership that will massively help boost the transition to zero-emissions electric vehicles.

With Auto Trader’s long-term support, Green.TV Media will be enabled to continue to reach millions of engaged EV considerers through expanded campaigns, including its global World EV Day platform, a day dedicated to celebrating e-mobility around the world.  

Since its launch three years ago, it has had a reach of over one billion people, and ahead of this Friday’s (9 September) 2022 campaign, it has been discussed in the UK parliament and celebrated by the White House’s top climate advisor.

This year, Auto Trader holds the Headline Partner spot, with the goal of boosting awareness of Green.TV Media, and specifically e-mobility options, to millions of in-market EV buyers.

As part of this year’s World EV Day activations, Auto Trader’s Commercial Director, Ian Plummer, will moderate an online international panel with Michael Berube, Deputy Assistant Secretary for Sustainable Transportation at U.S. Department of Energy; Ted Cannis, Global CEO Ford Motor Company and Richard Bruce, Director for Transport Decarbonisation, UK Department for Transport. The panel will be discussing the current status of EV adoption and diving into what’s next for both sides of the pond.

In addition to World EV Day, the partnership will see Auto Trader support Green.TV Media across several other campaigns and events, including the EV Summit in October. This event led directly to a collaboration which delivered the £41 million Energy Superhub Oxford project, the UK’s biggest EV charging hub.

Auto Trader will also support Green.TV Media’s EV LIVE and Top Women in EV, as well as a number of soon-to-be-announced e-mobility events, to ensure the UK automotive industry is widely engaged with these opportunities.

The company also created World EV Day in 2020 which became the biggest mobility campaign of the year. In 2021, it had a traditional media reach of over one billion and trended on Twitter with over 300 million impressions.

This partnership is the latest in Auto Trader’s efforts to support the transition towards lower carbon transport by enhancing the electric vehicle experience on its marketplace for consumers and retailers alike, as well as driving even more engaged buyers to its retailer and OEM partners’ EV adverts.

Existing activity includes the recent Electric Sceptic video-led social campaign, the launch of a dedicated Electric Car Hub across its platforms, a total cost of ownership comparator, a monthly EV giveaway campaign, which has given away over £500,000 in brand new electric cars and its quarterly Road to 2030 report.

Ian Plummer, Commercial Director of Auto Trader, said: “We’re committed to supporting both the industry and consumers as we all transition towards EV’s and are investing in our onsite content and experience, campaigns and partnerships to achieve this goal.

“This exciting partnership will enable us to collaborate with one of the leading forces in the e-mobility space and join a global movement. We’ll be championing these initiatives across our marketing channels to ensure the drive to transition towards lower carbon transport reaches as many people as possible.”

As part of World EV Day 2022, Green.TV Media has commissioned a substantive research project, of over 2,100 UK drivers – conducted by IPSOS – to explore current consumer attitudes towards EVs and the barriers they face, as well as potential solutions. The research will be released on World EV Day on 9 September.

Ade Thomas, Founder and Director of Green.TV Media said: “I’m delighted to be working closely together with Auto Trader, the UK’s largest automotive marketplace, to accelerate both the understanding, and delivery of e-mobility, and ultimately, the wider goal of decarbonisation mobility at pace.

“Green.TV is a media company telling and propelling sustainability stories, connecting people with purpose, and through this partnership, we look forward to connecting even more people with e-mobility.”