Autotrader says it moved to a more flexible rollout of its Deal Builder tool following feedback from dealers.
The platform fully launched Deal Builder in July 2025, following a 15-month initial launch and trial phase, including functions for buyers to add a part-exchange vehicle, apply for finance, choose a handover option and reserve a vehicle.
However, the tool proved controversial, with social media protests that the tool was removing control from dealers, and threatening mass cancellations.
Having initially planned to make the tool standard for dealers from November 17 last year, Autotrader subsequently said dealers would not be moved onto it without being provided with further explanation of their options and the ability to choose the functions that worked for them.
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Now, in a blog post published following Autotrader’s latest Customer Advisory Group meeting, the company explains that the previous rollout was ‘paused’.
It states that dealers told it they wanted more control over reservations and alignment with their existing sales processes.
In response, it states: “We paused the previous rollout and moved to a more flexible, choice-based onboarding.
“We also introduced reservation requests, giving dealers full control over how reservations work for their business.
“They can now choose whether to offer £99 reservations or handle them by request only.”
Changes to price indicator flags being tested
Another area of dealer feedback acknowledged by Autotrader relates to its price indicator flags. The company said dealers told it that when a vehicle is not shown as ‘green’, it could influence buyer perception and make it harder to explain the full value of a vehicle, including factors such as specification, warranty and preparation standards.
In response, Autotrader states: “We are currently live testing several design changes on site. These include clearer consumer positioning regarding what is and isn’t included in the vehicle price, a refreshed scaled-back design that removed the prominent dial and softens the bold flag colours, removal of specific ‘above and below’ monetary values to protect dealer margins and revised explanation copy.
“We have been testing lots of different executions onsite to understand any impact on performance, as well as gathering consumer feedback.
“The feedback has come from panel testing with car buyers in-market as well as recruiting direct feedback from hundreds of consumers interacting with price indicator onsite.”
Related reading: Autotrader to expand Buying Signals with earlier insight into intent
WhatsApp integration investigated
Other areas of feedback include on WhatsApp integration, with dealers said to want the messaging app better integrated with Autotrader.
The company states: “We are continuing to investigate a WhatsApp implementation that works for most customers, as ever we are balancing retailer and buyer feedback as well as developing a robust product that gives everyone a seamless integration.”
Autotrader also states that it is working to address gaps in data relating to older vehicles, improve communication around product updates, add clarity to lead emails, improve contacts management through its dealer portal and allow dealers to add more information about their businesses to the platform.