Cars24 appoints Alchemy One as its media agency

Cars24 has appointed Alchemy One to lead its Australian media strategy, planning and buying, following a competitive pitch.

Cars24 is one of the world’s largest AI-native automotive ecosystems, operating across India, Australia and the UAE. Since launching here in 2021, it has built hubs in Sydney, Melbourne and Brisbane, and a simpler, more transparent way to buy and sell a second-hand car online. Every car passes a 300-point inspection, is delivered to your door and comes with an industry-first 30-day return policy. But the ambition is bigger than being an alternative.

Chris Sponiar, who leads Cars24 Australia, said: “We have ambitious plans. We’ve built a better way to buy and sell a second-hand car, and we’re not here to be a nice alternative to the dealership. We want Cars24 to be the default way Australians buy and sell cars. We were looking for a media partner that understood both our business and what it will take to realise that ambition. Alchemy One brought the strategic rigour and independent streak we were looking for, and they were energised by the size of the challenge rather than daunted by it. We’re excited to have them as a partner as we continue to grow Cars24 in Australia.”

For media, that ambition creates a fascinating challenge. Huong Nguyen, Managing Partner at Alchemy One, said: “Cars24 has built an extraordinary global business by challenging a category that has operated in much the same way for decades.”

“Buying a car is one of the biggest purchases people make, yet the experience hasn’t kept pace with how we now buy almost everything else. That creates a fascinating challenge for media: how do you build the trust and familiarity required to change an entrenched behaviour? We’re incredibly excited to partner with Cars24 and help build the next chapter of the brand in Australia.”

Cars24 joins Alchemy One’s growing portfolio of global clients, as the independent media agency continues to help ambitious brands achieve monumental growth.

As covered in Mi-3, Campaign Brief and AdNews.