Paint protection could help dealers achieve stronger used car transaction prices after research found one third of buyers would be prepared to pay between 5% and 6% more for a treated vehicle.
A 6% increase would equate to £1,032 when applied to the £17,197 average retail price of a used car recorded by Autotrader in February 2026.
The findings come from a OnePoll survey of 1,000 UK adults who had bought a car during the previous year, commissioned by Autoglym LifeShine in March.
Nearly three quarters of respondents, 74%, said they would be likely or very likely to select a vehicle with paint protection over an otherwise identical untreated model.
Although the research measures stated willingness rather than completed transactions, it indicates that paint protection could give dealers another way to differentiate comparable stock and support the asking price.
Buyers signal premium potential
Overall, 59% of respondents said they would pay a premium for a used vehicle with dealer-applied paint and interior protection.
The largest group, representing 33% of those willing to pay more, would accept an increase of between 5% and 6%. A further 24% would pay between 3% and 4%, while 17% would accept an additional 1% to 2%.
At the upper end, 13% would pay between 7% and 8% more, 6% would accept an increase of between 9% and 10% and 3% would pay more than 10%.
Willingness to pay was highest among buyers aged between 25 and 34, at 75%, compared with 31% among those aged 65 and over. London recorded the strongest regional response, with 82% prepared to pay more.
Autoglym said willingness to pay a premium had increased significantly since its 2024 research, when 51% gave the same response.
The potential return will depend on the cost of applying the treatment, the vehicle’s price and whether sales teams communicate the benefit effectively. However, the figures suggest dealers should test paint protection as part of their used car preparation and merchandising strategies rather than treating it solely as a new car finance and insurance product.
Protection signals better care
Paint protection could also influence conversion by changing how customers judge a vehicle’s ownership history.
Four in five respondents agreed that if a previous owner had paid for a protection treatment, they would expect that person to have been more likely to look after the car. Just 2% disagreed.
For cars already carrying a protection treatment, dealers could highlight that fact prominently in online listings, vehicle descriptions and sales conversations. The treatment can provide an additional condition and provenance cue alongside service history, preparation standards and warranty coverage.
Anna Houldsworth, head of paint protection at Autoglym LifeShine, said: “We always use data to measure what customers look for, and it’s clear from our research that there is a huge opportunity for dealers to have a ceramic coating applied to a used car to make this more appealing to prospective customers.
“Our research also showcases that many customers are willing to pay a significant premium for this benefit and perceived enhancement to the car. It not only helps reduce initial point of sale issues but will also drive increased margin opportunity and perceived value to the consumer which will then enhance used car stock turn.”
Autoglym LifeShine launched CeraFuse ULTRA in September 2025. The ceramic paint protection product is available for vehicles up to 10 years old and is backed by a lifetime guarantee.
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