Be First in Line for the ‘75’ Plate Rush: Launch Your Campaigns Now
With the new ‘75’ plate change landing on 1st September, now is the time to put your brand in pole position. The countdown to one of the busiest car-buying periods of the year has begun and if you want to maximise your impact, the earlier you go live, the better.
At Bauer Media, we’re helping automotive brands gear up for a successful September with campaigns that cut through the noise, connect with ready-to-buy audiences, and supercharge showroom traffic. Whether you’re launching new models, promoting summer-ready EVs, or driving finance-led offers, we’ve got the creative solutions to make it happen.
Book by 15th July to Go Live Before the Plate Change Rush
Don’t miss out on prime audience attention. By booking your campaign before 15th July, you’ll have time to get your creative finalised, scheduled, and live by mid-August, giving you a head start before the new reg plate rush begins.
September’s new plate change sparks a natural surge in car buying interest. It’s a key milestone in the annual automotive calendar and customers planning to upgrade want to act fast to be among the first behind the wheel of a ‘75’ plate vehicle.
Launch in Mid-August to Reach Buyers at the Right Time
To make the most of the September plate change, it’s important to go live before demand peaks. Starting your activity in mid-August ensures your message is in front of customers when they’re actively researching and planning their next car.
We’ll help you connect with listeners through some of the UK’s most loved stations, including KISS, Greatest Hits Radio, Hits Radio and Absolute Radio. Plus, with audioXi (our new enhanced Digital Audio offering), you can reach people on the move, whether they’re commuting, shopping, or enjoying summer days out.
Whether you’re promoting new model launches, finance packages, or test drive incentives, this is the perfect window to speak to motivated buyers who are ready to take action.
It’s not just about reach—it’s about relevance. 2.2 million Bauer listeners are currently considering buying a car in the next 12 months, making them 41% more likely than the UK average to be planning a purchase. That means more intent, more urgency, and more opportunity for your brand to make an impact (TGI:2025).
Spotlight on New Models & Electric Vehicles
With many manufacturers lining up exciting new model launches for the second half of the year, now is the time to shine a light on what’s arriving in showrooms. And with more consumers than ever considering the switch to electric, summer is the perfect season to lean into EV messaging—highlighting lower running costs, clean driving, and longer road trips.
- 522,000 Bauer listeners already own an EV, and they’re 20% more likely than the national average to be EV drivers.
- 70% of EV owners are ABC1
- 360,000 Bauer listeners are actively considering an EV for their next car, and 23% more likely than the UK average.
(TGI:2025)
Amplify Your Message with Localised audioXi
Audio continues to grow as a powerful medium for automotive brands. It’s personal, targeted and perfect for creating urgency around time-sensitive campaigns like the September plate change.
Target by Location: Reach listeners exactly where it matters, down to postcode level. Whether you’re supporting a single dealership or a national group, geo-targeting ensures your message is heard by local car buyers near your showroom.
Reach the Right Audience: Use advanced audience targeting to focus on key demographics, such as age, gender and socio demographics, as well as specific segments like in-market car buyers and EV car buyers. Deliver personalised messages to those most likely to convert.
Track Real Engagement: With a tracking pixel, you can directly measure listener behaviour, seeing how audiences respond after hearing your ad. From website visits to lead generation, you get a clear view of how your audio campaign drives results.
Smarter, Data-Driven Audio: This isn’t just broad reach, it’s strategic, measurable targeting that puts your brand in front of the right people, at the right time, with messaging that drives action.
Check Out Our Case Studies
Sponsorship Success – John Grose
How Vospers Turned Listeners Into Website Visitors With Digital Audio
Be first in line. Drive early engagement. And make the most of this year’s plate change moment with a campaign that puts your brand in the driver’s seat.