Published on: October 2, 2026
Cars24 Australia has appointed independent agency Alchemy One as its media agency following a competitive pitch. The agency will oversee the automotive company’s media strategy, planning and buying in the Australian market.
The appointment comes as Cars24 enters its next phase of expansion in Australia, where the company has been operating since 2021. The partnership will support its efforts to strengthen its local presence and build further awareness of its digital-first approach to buying and selling pre-owned vehicles.
Cars24 has developed into a global AI-native automotive platform with operations across India, Australia and the UAE. Its technology supports several parts of the customer journey, including vehicle pricing, inspections and customer service, as the company seeks to provide an alternative to the traditional dealership experience.
In Australia, Cars24 has expanded its operations across Sydney, Melbourne and Brisbane. Customers can purchase inspected second-hand vehicles online and have them delivered to their homes, with the company offering a 30-day return policy. The platform also enables Australians to sell their vehicles through a 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.”
Chris Sponiar, who leads Cars24 Australia, said the company is targeting significant growth and was seeking a media agency capable of understanding both its business model and ambitions.
“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.”
The Cars24 account adds to Alchemy One’s expanding roster of international clients and aligns with the agency’s focus on working with ambitious brands seeking significant market impact.
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