Autosphere interviews Kot Auto Group’s John Kot and AutoTrader’s Jody Gill about the renewed partnership and what it means for both organizations going forward.

Recently, Kot Auto Group and AutoTrader, announced that they had renewed a multi-year partnership. The aim is to enhance market insights and elevate the consumer vehicle purchasing experience by a common vision of driving measurable growth for retail locations across Kot Auto Group’s network via access to Canada’s most engaged and highest intent car shopping audience through AutoTrader. To gain an insight to how the partnership will help deliver class leading service and support, as well as agile automotive marketing solutions tailored to ever-evolving shopper trends and behaviour, we sat down with John Kot, President of Kot Auto Group and Jody Gill, Chief Sales Officer at AutoTrader, here’s what they had to say:

Q:What do you feel is critical for the modern vehicle shopper in today’s marketplace?

A: Today’s vehicle shoppers are more informed and digitally engaged than ever before. They desire convenience, transparency, and confidence in their purchase journey. That means being able to research extensively online, compare options, and connect with a dealership they trust to provide a seamless purchase experience. Access to digital tools and reliable information are critical. According to an AutoTrader study conducted in February 2025, online is the top resource in the vehicle purchase journey, with 81% of respondents citing a reliance on digital information across one or more stages of the car shopping journey. Online automotive marketplaces remain the leading information source for used car buyers, with 55% shopping online classifieds, followed by dealership websites (39%), and roughly 1 in 2 visiting the dealership showroom. New car shoppers follow a similar trend, with 41% frequenting dealership websites and 39% shopping available inventory via an online automotive marketplace. Notably, the study showed a four-point uptick in the usage of online automotive classifieds amongst used and new car buyers, as a key resource in the purchase process.

Q: What do you feel is essential in terms of support for dealers from partners like AutoTrader so they can deliver an exceptional vehicle experience for their customers.

A: Dealers need more than just marketing; they need strategic partners. AutoTrader provides dealer-centric support that goes beyond listings, with dedicated Account Directors and Managers who act as consultants. Partners like AutoTrader have access to the highest-intent audience, combined with actionable data insights and agile automotive marketing solutions, providing dealerships the ability to act quickly, make informed decisions, and focus on creating the best possible experience for their customers.

Q: Can you tell us about what this multi-year partnership between AutoTrader and Kot Auto Group represents and how it will enhance the buying experience for consumers?

A:This partnership represents a shared commitment to growth and exceptional customer service. By combining AutoTrader’s unmatched audience reach and digital tools with Kot Auto Group’s trusted, community-driven dealership experience, we’re ensuring that car shoppers in British Columbia are connected to the right vehicles, faster, and with more confidence. For buyers, that ultimately means a more streamlined and transparent journey, from online research to driving away in their new car.

Q: Within the partnership, can you provide a few details about what each partner brings to the table for this multi-year agreement?

A: Kot Auto Group brings a strong reputation for trust and customer care across 11 retail locations in British Columbia, backed by an ambitious growth strategy. AutoTrader brings the largest and most serious car-buying audience in Canada, along with data-driven insights and best-in-class dealer support. Together, we’re scaling on what’s already working — a proven partnership that prioritizes quality over quantity and connects dealers with buyers who are ready to transact.

Q: How do you see consumer expectations evolving and how will AutoTrader and Kot Auto Group be positioned to adapt and thrive within this changing retail environment?

A: Consumer expectations are gravitating towards completing more aspects of the car purchase process online. Shoppers expect speed, transparency, and flexibility, with digital touchpoints driving much of their purchase decision before they ever step foot in a showroom. This partnership positions both brands ahead of that curve, Kot Auto Group’s trusted, customer-first approach combined with AutoTrader’s innovation, insights, and premium reach ensures we’re not just keeping up, but setting the standard for modern automotive retail in Canada.