Debuts New Advertising Campaign Featuring "The Dukes of Hazzard"


ATLANTA--June 10, 2014:, the ultimate automotive marketplaceŽ, today launched "Find Your Car Your Way," a new advertising campaign that captures a refreshed consumer experience. The campaign, featuring Tom Wopat and John Schneider, the original actors from "The Dukes of Hazzard," highlights AutoTrader's tools that consumers can use to personalize their car shopping experience how they want, where they want, when they want – across all devices.

The action-packed campaign reprises the original elements of "The Dukes of Hazzard." While on the run from the county Sheriff, Bo and Luke Duke realize they are in need of a new vehicle. Amidst jumping through barns and outrunning the Sheriff, the Duke boys utilize's new, personalized mobile shopping tools – including text alerts and search/save functions – to shop for and find the perfect car for their future adventures.

"Thrill, energy…and cars. These are all elements brought to life in's latest ad campaign. We wanted to connect with consumers in a unique and memorable way," said John Kovac, AutoTrader Group, senior vice president, marketing. "The creative concept of 'Find Your Car Your Way' demonstrates that can help serve both the need for a new car and a busy lifestyle. So who better to illustrate that than the classic 'The Dukes of Hazzard'? We hope to entertain consumers with the excitement and nostalgia of this campaign."

Directed by Academy Award-winning filmmaker Janusz Kaminski, the TV ads will be seen nearly every calendar day through a highly integrated media campaign that includes broadcast, radio, mobile-billboards, digital and social media and a public relations campaign. This is AutoTrader's most extensive marketing campaign ever.

The crux of "Find Your Car Your Way" is's new features such as text alerts – shoppers can opt in to receive a text when the price has dropped on a car they're interested in. Another new car shopping tool allows consumers to save searches on one device, like a computer, and continue the same search at a later time on a mobile device.

Kovac continued, "This is an exciting time at as we rollout a new experience and enhanced benefits for car shoppers. We understand that consumers are on-the-go, yet they're always connected – whether by mobile device or computer. So the 'Find Your Car Your Way' campaign is the perfect intersection of's features and the car shopper's need for personalization and efficiency."

For more information about's advertising campaign, visit AutoTrader Makerting.

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