Autotrader will give dealers new ways to explain vehicle pricing and highlight the value behind individual cars when it updates its Price Indicator from 29 September.
The changes will allow dealerships to add vehicle-specific selling points and their own pricing commentary to adverts, helping them differentiate stock and move customer conversations beyond headline cost.
Dealers will be able to highlight factors that may justify a higher asking price, including specification, low mileage, service history, preparation work, warranties and manufacturer-approved benefits.
The underlying Price Indicator will continue to show buyers how an advertised vehicle compares with the wider market.
More context behind vehicle prices
Autotrader will replace the Price Indicator dial with a new label and pricing panel intended to give buyers a clearer view of how the vehicle’s price compares with similar stock.
A new Key Selling Points feature will enable dealers to add up to three standalone attributes to each advert. These could include a full service history, rare factory options, recent preparation work or particularly low mileage.
Dealers will also gain a dedicated Price Commentary section beside the Price Indicator. This can be used to explain value included within the asking price, such as an extended warranty, aftersales support, preparation standards or manufacturer-approved benefits.
The additional context could help dealerships support their pricing decisions without losing the market transparency provided by the existing indicator. It also gives dealers an opportunity to demonstrate why two apparently similar vehicles may not offer equivalent overall value.
Autotrader said the development followed feedback from its Customer Advisory Group and research among car buyers.
Dealer tools begin rolling out
Price Commentary templates are already available through Autotrader Portal, enabling dealer groups to apply consistent messaging across relevant stock without editing every advert individually.
The commentary can still be tailored at vehicle level where a particular car has additional features, preparation or ownership benefits worth highlighting.
Key Selling Points and vehicle-level Price Commentary will also be available through the AT Connect API. This will allow dealerships using supported third-party stock-management systems to update the information through their existing software.
Rebecca Clark, group sales director at Autotrader, said: “Price Indicator is a powerful tool that helps bring millions of high-intent car buyers to Autotrader and, ultimately, to our partners’ stock by providing the transparent, trusted market context they expect. Retailers have told us they want the confidence of that data-led pricing paired with more flexibility to reflect the nuance of each vehicle.
“These changes are designed to give retailers more of that flexibility, helping them build trust upfront, support more informed enquiries and move conversations beyond headline price towards overall value. They also show how we’re listening, testing and building directly around our partners’ feedback, as we continue to evolve our products and solutions to help them drive stronger performance and get even more value from our partnership.”
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