Brisbane-based CarExpert.com.au has secured a strategic investment from New Zealand’s largest online marketplace Trade Me, backed by global private equity firm Apax Partners, in a joint-venture that is aiming to accelerate growth for Australia’s fast-growing new-car destination and marketplace.
The investment will be used by CarExpert to expand into New Zealand, where it will introduce its new-car content to local consumers for the first time.
Founded in 2020 by Alborz Fallah, Anthony Crawford and Paul Maric, and led by CEO Damon Rielly, CarExpert has grown into one of Australia’s most influential automotive brands, known for its independent reviews, in-depth video content and expert comparison tools that attract millions of monthly visitors every month.
“This investment from Trade Me represents a huge vote of confidence in what we’ve built at CarExpert,” says Fallah.
“We’ve always believed consumers deserve transparency, trust and genuinely independent advice when it comes to buying a new car, and now we can bring that same experience to New Zealanders.”
CarExpert was founded four years after Fallah, Crawford and Maric sold an earlier venture, online automotive editorial publisher CarAdvice, to Nine Entertainment Co.
The decision to replicate the success of CarAdvice with CarExpert followed Nine’s decision to abandon the CarAdvice business in 2020.
The founders say their mission was to get back to basics with CarExpert to provide content for a car-buying public “desperate for unbiased, expert advice in a media landscape funded by the car companies themselves and big media spenders”.
“We address a fundamental lack of trust in the car-buying journey, a process often riddled with biased information, sales pressure and consumer anxiety,” says Maric, a finalist in the 2025 Brisbane Young Entrepreneur Awards.
“For everyday Australians preparing to make one of their biggest purchasing decisions, we offer a two-part solution. First, we provide free, data-driven, and truly unbiased expert reviews through our website and dominant YouTube channel.
“Second, for those ready to buy, our unique buying service empowers them to purchase a new vehicle without the stress of haggling or complex dealership negotiations.
“We provide a complete, end-to-end solution that guides Australians from their initial research right through to confident ownership, acting as their trusted advocate at every step.”
The partnership with Trade Me represents a significant step in CarExpert’s regional growth strategy, with the company saying it will combine CarExpert’s automotive expertise with Trade Me’s deep market knowledge and digital reach, “creating new opportunities to connect new car buyers to their perfect vehicle”.
The deal will also see CarExpert’s content syndicated across Trade Me and Stuff.co.nz, boosting audience reach and brand opportunities across the Tasman.
“New Zealanders are spoiled for choice, with more makes, models and engine types than ever before, from petrol and hybrid to full electric,” says CarExpert CEO Damon Reilly.
“That variety can make buying a car more complex than ever before.
“Our goal is to simplify the journey, helping people cut through the noise to find the right car at the right price.
“Partnering with Trade Me, a business that understands Kiwi consumers better than anyone, makes this the perfect time to expand across the Tasman.”
CarExpert plans to launch its dedicated New Zealand site in early 2026, offering local reviews, pricing insights and video content tailored to Kiwi audiences.
The partnership will also lay the groundwork for potential collaborations with local dealerships and distributors, which the company says will enable a seamless new-car buying journey for New Zealand drivers.
“New Zealand’s car market is at a really exciting inflection point, particularly with the rapid shift toward electrification,” says Fallah.
“With Trade Me’s support and understanding of the local market, we’ll be able to offer New Zealanders the same high-quality, data-driven and entertaining car content that’s resonated so strongly in Australia.”
Trade Me, which was established in 1999, is the largest online marketplace and classified site in New Zealand with more than 1.5 million visitors every month.
The company was acquired by UK-headquartered private equity group Apax Partners for about $2.2 billion in 2019.
“This investment is an important step in Trade Me’s strategy to strengthen our new car offering,” says Anders Skoe, CEO of Trade Me.
“CarExpert has built a trusted brand and deeply engaged audience in Australia, and we’re excited to partner with Alborz, Damon and the team to bring that same expertise and energy to New Zealand.”
CarExpert says the investment by Trade Me will help drive further development of AI-driven tools, video production and editorial expansion as the company ramps up its long-term growth strategy.
This includes a mission to scale its brokerage service to empower customers to “bypass the dealership grind entirely” and secure their car with “zero hassle” after having already done their research with the platform.
CarExpert’s strategy includes leveraging its massive new car audience into a buying collective and unlocking fleet-level discounts for individual Australians.
“We’re moving from trusted advisor to indispensable advocate, saving our audience not just stress, but significant money,” says Maric.
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