• by Ray Schultz , Yesterday

Hearst’s Car and Driver has launched a marketplace powered by Autotrader, a Cox automotive brand.

The new Car and Driver Marketplace is a premium shopping site that connects research and vehicle listings, Hearst says. 

The goal is to support buyers earlier in the purchase journey and give dealers access to “a more engaged, research-driven audience,” says Erin Lomax, vice president of operations, consumer marketplace at Autotrader.

Shoppers can more from discovery to purchase across millions of available vehicles without leaving the site, the company claims.  

“We know that 75% of our readers are planning to purchase a vehicle within the next year, and 65% actively engage with our research tools,” says Eddie Alterman, chief brand and content officer at Hearst Autos. “With Autotrader’s sophisticated technology, data, and leading position in the marketplace, the Car and Driver Marketplace meets them where they already are—bringing real-time inventory, dealer connections, and listings into the same environment where they’re making purchase decisions.”

Hearst Magazines reaches 138 million readers and site visitors per month, the company says.