Terry Williams King

WhichCar Network restructure creates Australia’s ultimate new car consumer website

Bauer Trader Media has launched the all-new WhichCar Network, an automotive website powered by Australia’s premier motoring titles that caters to new car buyers and car enthusiasts alike.

The all-new WhichCar Network (WhichCar.com.au) has been redesigned to better serve Australian new car buyers’ needs, expanding to house all the quality automotive content from Australia’s most respected enthusiast sites: Wheels, Motor, 4X4 Australia, Unique Cars and Street Machine.

Bauer Trader Media Group General Manager Terry Williams-King said the all-new WhichCar Network has the potential to be Australia’s number one content-led automotive website and was the first in a number of exciting new product initiatives the Melbourne-based publisher would be rolling out over the coming months.

“WhichCar is unique in that it delivers what new car buyers need and what car enthusiasts want. By bringing together the passionate audiences of Australia’s premier motoring titles, and combining it with WhichCar’s already considerable consumer following, we expect to significantly boost Bauer’s overall share of the online automotive audience,” said Williams-King.

Ged Bulmer, Bauer Trader Media’s general manager of motoring, said the all-new WhichCar Network builds on Bauer’s proven ability to create the most engaging and authoritative car content for both consumers and enthusiasts. “The WhichCar Network caters for every step of the journey for both the motoring consumer and committed enthusiast, delivering more great content for new car buyers, intenders, modifiers and old- fashioned car nuts than any other Australian media outlet.”

By uniting Bauer’s respected prolific motoring brands under one banner, the WhichCar Network will publish in excess of 600 news, reviews and advice articles each month, along with the industry’s best editorial videos.

“Content has always been at the heart of what Bauer does,” said Bulmer. “And in the motoring space, Bauer is Australia’s content powerhouse, creating more unique automotive content than any other media organisation.

”Matt Rice, Bauer Trader Media’s motoring sales director said Bauer’s trusted motoring brands have been influencing car purchasing decisions for decades, and the new network closes the enquiry loop by connecting consumers directly with automotive manufacturers.

“Our trusted editorial brands occupy an important space in the new car purchase funnel and we already send thousands of quality leads directly to manufacturer websites each month,” Rice said.

“The WhichCar Network allows us to expand our audience segments to reach not only male auto intenders, but also the mass female audience on Bauer’s To Love network. In short, we’ve never been in a better position to connect our advertisers with Australian new car intenders.”