The campaign aims to simplify the vehicle selection process and bring together CarsGuide’s expert authority on cars with all the vehicles available in Australia’s marketplace.

“In a market defined by the rapid rise of EVs, new brands, and technical jargon, Get Cars addresses the growing sense of ‘choice paralysis’ among buyers,” CarsGuide said.The campaign presents the buyer and vehicle showroom in three ways:

• We Get Cars: Leveraging CarsGuide’s status as independent experts who understand the nuances of the market.

• You’ll Get Cars: Empowering consumers with the confidence to understand their own needs.

• Go Get Cars: Connecting that confidence directly to a marketplace of over 60,000 pre-owned vehicles.

Gumtree Group director of marketing and brand Rowena Kanna said that while CarsGuide is known as the go-to for expert reviews “the Get Cars campaign signals a shift toward a more unified experience”.

“By bridging the gap between research and the final handshake, the campaign will target ‘emerging intenders’ – buyers navigating major life changes who need more than just a spec sheet.”

Ms Kanna said buying a car “has become overwhelming; consumers are looking for a guide they can trust.”

“With Get Cars, we’re making it clear that CarsGuide is a complete ecosystem. We aren’t just a site for reviews; we’re a destination where Australians gain the clarity they need to make a purchase.”

The campaign is backed by a high-impact, multi-channel strategy designed to meet Australians throughout their daily lives. 

Key highlights include:

• 30 million targeted impressions: A massive digital and physical presence.
• Broad reach: Reaching over 60 per cent of emerging intenders across Australia.
• National and regional impact: Integration across oOh!media outdoor, Spotify, and Paid Social, alongside a strategic partnership with ACM to ensure deep penetration into regional communities.
• Network integration: The campaign leverages the combined strength of the Autotrader and Gumtree networks, ensuring that when a consumer is ready to ‘get’ their next car, the inventory is ready for them.

Gumtree Group director of marketing and brand, Rowena Kanna

Ms Kanna said that by demystifying the buying process, CarsGuide was aiming to shorten the distance between a “curious browser” and a “confident buyer”.

“The Get Cars platform reinforces CarsGuide’s position as a partner for both the person behind the wheel and the industry that puts them there,” she said.

The campaign officially rolled out across national channels last week.

By Neil Dowling