Second-hand car buying business Cars24 has appointed independent agency Alchemy One to lead its Australian media strategy, planning and buying, following a competitive pitch. The appointment marks the next stage of growth for Cars24 in Australia, where it has operated since 2021.
Cars24 has grown into an AI-native automotive ecosystem, operating across India, Australia and the UAE, with technology underpinning everything from pricing and inspections to customer support. The company is bringing the experience of buying and selling a second-hand car online, giving customers a simpler, more transparent alternative to the traditional dealership model.
Since launching in Australia, Cars24 has steadily expanded its local presence, with hubs in Sydney, Melbourne and Brisbane. Australians can buy a second-hand car online after it passes a comprehensive 300-point inspection and have it delivered to their door, backed by Cars24’s industry-first 30-day return policy. Australians can also sell their own car through a simple digital process.
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.”
“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,” said Chris Sponiar, who leads Cars24 Australia.
“We’re excited to have them as a partner as we continue to grow Cars24 in Australia.”
