Nine unveils new-look Drive platform as CarAdvice retirement approaches

Nine has relaunched its Drive offering with a new website, off the back of announcing a brand refresh for the platform in the back end of 2020.

Nine previously unveiled the new logo for Drive, created by branding agency Prinicpals. The new website comes as Nine moves to make Drive its only automotive brand platform, with CarAdvice to be retired later this year.

Drive and CarAdvice have shared content, product and commercial functions across the respective platforms since 2019, but the Drive rebrand will see Nine move to one brand and one platform.

The site launch coincides with Drive naming the Kia Sorento its Car of the Year 2021.

CEO of Drive, Alex Parsons, said the new platform represents the future of automotive content in Australia.

“We could not be more excited to launch the refreshed Drive brand and our new consumer – centric automotive platform,”he said.

“Our vision is to create the future of automotive in Australia and the launch of our new brand and platform marks the first step in that journey.

“Many sites have commentary or commerce as stand-alone offerings, but the new Drive brings together commentary, commerce and comparison in an integrated, consumer-focused experience.

“The new Drive site enables consumers to find all the best and latest independent news and reviews, then compare the makes and models they want in our showrooms and ultimately progress towards making a decision on their next new car via our exclusive dealer network.

Drive CEO Alex Parsons

The new site includes several additional features including a New Car Showroom, a new Compare Features Tool, Drive’s Car of the Year section, and new and used car listings.

Parsons added: “The team at Drive are passionate about offering consumers a new way to understand, consider, decide and purchase their next new car.

“We believe that with the best and most relevant content – news, reviews, advice, opinion – coupled with automotive data, listings and comparison capabilities, we can provide consumers with an exciting new way to complete their next new car purchase.”

CarAdvice, which had been owned by Fairfax since 2016, was inherited by Nine when the brands merged in 2018. The brand will be completely retired by the end of 2021.

CarAdvice co-founders Alborz Fallah and Anthony Crawford have since gone on to start up new automotive offering CarExpert.


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