Carexpert tech news

CarExpert shows big media still vulnerable to digital start-ups

After a successful launch late in 2020, CarExpert has topped 1 million monthly visitors (Australian) for the first time in August, showing a new media entity can still take on big media players with the right strategy and relentless commitment. The site’s rapid growth comes despite a huge push into the digital space by traditional media players looking to drown out up-and-coming media.

CarExpert.com.au has rocketed past 1 million Australian monthly visitors (1,075,176) for the first time in August according to digital intelligence provider SimilarWeb, despite being barely more than 12 months old.

CarExpert Co-Founder and Publisher, Alborz Fallah – who also started CarAdvice.com.au which was acquired by Nine says: “We started CarExpert in the midst of a global pandemic, but our biggest challenge was taking on the traditional media companies that have a far better understanding of the digital space than ever before.”

Mr Fallah said “It’s thanks to the likes of Google and Facebook that favour excellent content rather than a publisher’s history and perceived clout that we have been able to build such a massive audience so quickly and show commercial success at the same time. It’s a fantastic result not just for us, but also for Australian consumers who can find diversity of voice in the highly contested media landscape. We hope that our continued success energises other hopefuls to give it a go.”

New car buyers are visiting CarExpert.com.au more than ever, but more impressive is how engaged they are when they get there. The brand’s Google Analytics data shows with CarExpert.com.au content has grown 74 per cent compared to July, with an average time on page in excess of four minutes (4:13).

CarExpert Commercial Director, Benn Sykes, says: “The whole premise of CarExpert is putting the consumer first in everything we do. Our site moved away from disruptive display advertising, instead focusing on the content and the consumer. We then allow brands to interact with consumers natively in a way that compliments their journey as a buyer. This hasn’t been a consumers over commerce story – we’ve found a win for both sides, and we see that in our numbers.”

Accompanying the website is Australia’s most-watched, fastest-growing automotive review YouTube channel, which has amassed more than 135,000 subscribers in just over 12 months. The channel features CarExpert Managing Editor, Paul Maric, and Australian ex- WRC stalwart, Chris Atkinson, and looks to provide users a depth of content others don’t with a strict “no sponsored content” mantra.

Beyond the digital, CarExpert this year successfully launched its first Experience Centre in Sydney’s Northern Beaches.

More than 32,000 people visited the Experience Centre during the 12-week pilot at Westfield Warringah Mall, of which 63 per cent were in-market to buy a new car within three months. As Australians return to retail you can expect to see more Experience Centres launching in 2022.

Launched in April 2020 by the founders of what was once Australia’s biggest and best- known automotive website, CarExpert is now Australia’s largest independently-owned automotive brand.

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Matthew Giannelis

Secondary editor and executive officer at Tech Business News. Contracting as an IT support engineer for 20 years Matthew has a passion for sharing his knowledge of the technology industry.

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