Autotrader has launched a dedicated YouTube channel for dealerships, bringing dealer insight, advice and peer-to-peer stories into one video platform.
Called The Keys, the channel has been created under the banner “For Dealers. About Dealers.” and is designed to support car dealers with market insight, practical guidance and stories from across the sector.
Autotrader said the launch builds on its existing work with dealers through market updates, webinars, interviews and industry content, giving them a dedicated YouTube home for regular programming.
The channel has been designed specifically for YouTube, with new formats intended to fit around the demands of running a modern dealership.
Dealers take centre stage
Autotrader said The Keys will combine expert insight with the real-world experiences of dealerships across the UK.
A central aim of the channel is to put dealers themselves on screen, giving businesses from across the sector a platform to share their successes, challenges and experiences.
The channel’s flagship series, Dealer Stories, will spotlight dealerships around the country and share peer-to-peer learning from the forecourt.
The first episode features Shallcross Vehicle Solutions, taking viewers behind the scenes of the family-run business and exploring how it has built customer loyalty over 20 years through service, trust and long-term relationships.
New video formats
The Keys launches with three further core content series.
From the Forecourt is a vodcast bringing together dealers from across the UK for debate, discussion and shared experiences.
All Chat, No Charts, hosted by Autotrader’s Marc Palmer and Emma Willett, will provide a weekly breakdown of market trends and consumer behaviour for busy retailers.
Straight Torque, hosted by David Hawksworth, Marc Thornborough and Greg Newton, will focus on practical advice, tips and best practice to help dealers improve performance.
Autotrader said further formats will follow throughout the year, including The Road Ahead and New Car Market Watch, which will provide deeper analysis of trends, opportunities and challenges shaping automotive retail.
Rebecca Clark, group sales director at Autotrader, said: “Supporting retailers has always been at the heart of what we do, and The Keys is the latest example of that commitment in action. We’ve created a dedicated space where retailers can hear directly from industry peers, stay connected to the issues shaping automotive retail and learn from the experiences of businesses across the UK.
“What makes the channel different is that it puts retailers at the centre of the conversation. By combining the experiences of dealers across the UK with the market insight and expertise we see every day, we’re creating a community-led platform shaped by retailers, for retailers.”
Tom Johnston of Premier Vehicle Group, who recently participated in filming for the channel, said: “There is a real opportunity for dealers to learn from one another in a fast-changing market, and this channel creates a space for those conversations to happen. It’s incredibly valuable to hear from others because they might have experienced a challenge or success that we’ve not yet come across, allowing us to lean on their experiences.”
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