AutoTrader appoints Robert Bigler as Chief Executive

AutoTrader has appointed Robert Bigler as Chief Executive Officer. He joins the Canadian automotive marketplace from eBay.

Bigler will oversee AutoTrader's Canadian operations, including the AutoTrader and AutoHebdo marketplaces, dealer software and marketing products such as Activix, TAdvantage and TRFFK, and fintech businesses Dealertrack Canada and Collateral Management Solutions.

His appointment puts an executive with marketplace experience in charge of a business expanding its use of technology and artificial intelligence across consumer and dealer services. He takes up the role as Canada's online automotive retail market undergoes broader change.

Before joining AutoTrader, Bigler spent nearly nine years at eBay. Most recently, he was Chief Executive Officer of TCGplayer, the company's subsidiary marketplace. He also served as General Manager of eBay Canada.

Earlier in his career, he held senior strategy and digital transformation roles at Selfridges Group, Associated British Foods and Bain & Company, working across Canada, Europe and the US.

Canadian vehicle buyers are facing a wider range of choices and rising expectations around value, convenience, transparency and trust. Dealers are also under pressure to secure suitable inventory, reach likely buyers and maintain margins.

Broader group

Bigler joins a business within Autonex, an international automotive marketplace group operating in nine markets across Europe and Canada. Its shared technology platform supports AutoTrader's product development in Canada.

Recent product changes in the Canadian market include a marketplace ChatGPT integration launched in January 2026 and work on a multi-market platform overhaul aimed at improving recommendations, vehicle search and digital dealership workflows.

In a statement on his appointment, Bigler said: "AutoTrader is an iconic Canadian brand with a 50-year legacy, and I'm thrilled to step into the CEO role. Throughout my career, I've focused relentlessly on putting the customer experience first, scaling marketplace platforms and driving sustainable growth for business partners. We have a strong foundation to build on, from our trusted marketplaces to the software and services dealers rely on every day. By bringing together the shared technology capabilities, AI innovation and deep industry expertise of the broader Autonex team, we can make car buying and selling more effortless, transparent and rewarding for Canadian consumers and dealers alike."

His appointment comes as automotive marketplaces and dealer service providers compete to improve digital tools for retailers and consumers. In Canada, that includes efforts to refine online search, pricing, vehicle sourcing and dealership workflow systems.

Leadership view

Peter Brooks-Johnson, Chief Executive Officer of Autonex, said Bigler's background matched the needs of the Canadian business.

He said: "I'm delighted to welcome Rob to the team. He brings extensive experience in building and growing marketplace businesses, with a strong focus on customer experience and developing great teams. I'm confident that Rob and his team will build on the strengths of our Canadian business while making the most of the technology, expertise and innovation we share across Autonex."

AutoTrader and AutoHebdo are part of a wider Autonex portfolio that also includes AutoScout24, LeasingMarkt.de and AutoProff. Across those brands, the group reaches more than 40 million users each month.

Bigler's arrival gives AutoTrader a new leader as it manages a portfolio spanning consumer marketplaces, dealer software, marketing services and automotive finance-related operations in Canada.