Trader Media Group has rebranded as Auto Trader following a strategic move to simplify its operations.

The initiative was introduced last year by new managing director Trevor Mather and has already seen the company, the UK’s biggest digital automotive marketplace, drop the Razor branding from its dealer marketing operations and bring Bike Trader, Van Trader and Motorhome & Caravan Trader under the Auto Trader banner.

Until recently the group operated 41 brands. As part of the change the company has been trialling a new dealer service with one Auto Trader representative assigned to all aspects of their business.

“We spend over £15m a year on the Auto Trader brand, so it makes absolute sense for this to be our primary focus,” said Mather. “Over 37 years we have built in too much complexity with acquisitions and new products and we need to make things far simpler for all our customers. Today our message is clear. We are one brand. We are Auto Trader. And we are working relentlessly with a singular focus — to continually both improve the value we provide and every aspect of our relationship with customers.

Orignial Story taken from Motor Trader – http://www.motortrader.com/industry-news/trader-media-rebrands-auto-trader/