Carwow, an online car-changing destination and one of Europe's largest new car marketplaces, has announced audience growth in 2024 following strategic acquisitions to accelerate its expanding retail media and OEM proposition, plus a restructuring of its leadership team for its 2025 ambitions.
Following acquisitions of Auto Express, Driving Electric, Carbuyer, evo and Driver Power, to form the Carwow Group, it says it recorded 200 million visitors in 2024, with visitors to Carwow alone up 23% year-on-year. Despite market challenges, new car configurations on Carwow were up 12% year-on-year, with EVs representing 1 in 4 enquiries, whilst driving over 10% of all SMMT private retail transactions. The Group says it partnered with almost 50 OEMs, including Volkswagen Group, Volvo and Stellantis, delivering targeted advertising solutions through its retail media network, enabling brands to engage with consumers from initial research through to purchase.
Carwow says to capitalise on that growth, Sepi Arani steps into an expanded role as global managing director of media & commercial, reporting to Ben Carter as global chief customer & marketing officer who takes ownership for the retail media business alongside group marketing responsibility. Meanwhile, Philipp Sayler von Amende transitions to lead the Group's new and used vehicle propositions across the UK and Germany as chief commercial officer.
Ben Carter, global chief customer & marketing officer at Carwow, said: "In a world where cookies are rapidly becoming obsolete and first-party data is gold dust, retail media is fast becoming the new frontier for marketing. We've built an unrivalled automotive retail media network that connects brands with in-market consumers at every stage of their car-changing journey, delivering exceptional ROAS through precise targeting and relevant messaging."
Sepi Arani, global managing director of media & commercial, added: "As Europe's largest new car marketplace, we're uniquely positioned to help OEMs navigate today's market challenges, particularly around EV adoption. Our consultative approach, combined with our deep understanding of car-changing behaviour, enables us to deliver comprehensive solutions from awareness through to conversion."
Phil Douglass, marketing director at Vauxhall, reinforced the value of this approach: "Carwow continues to be a vital media & strategic partner for Vauxhall year after year, providing a collaborative, innovative and consultative approach to our partnership."
The Carwow Group says its momentum is further validated by its recent $52 million investment round led by Bessemer Venture Partners, whose portfolio includes LinkedIn and Shopify, alongside existing investors Accel, Balderton, Episode 1 and Vitruvian.
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