AM Live 2026: New car sales strategies for UK dealers

Car dealers will explore how to win new car buyers and stand out in a crowded market at Automotive Management Live on November 11.

Taking place at the NEC, Birmingham, the panel, sponsored by Autotrader, will examine how dealerships can stand out as new brands expand their presence and competition for customers intensifies.

“Win buyers better in a highly competitive new car market” will feature Bex Kennett, head of new car performance at Autotrader, alongside Nahide Crisp, Hills Motor Group sales and marketing director, Denis Golden, MG franchise director, and Carly Keeler, Ancaster Group marketing and communications director.

With annual UK new car registrations still well below their 2016 record, dealerships are competing for buyers across an expanding choice of manufacturers, models and powertrains.

New entrants and a growing range of EV brands are adding to that pressure, while weakening traditional brand loyalty creates opportunities for dealers to attract customers who may previously have looked elsewhere.

For dealer leaders, the challenge is turning that willingness to consider something different into enquiries, showroom visits and orders.

Turning buyer interest into sales

The panel will explore the strategies dealerships are using to attract customers, improve conversion and give buyers a compelling reason to choose their business.

Bringing together Autotrader’s market perspective with experience from dealer marketing and franchise operations, the discussion will consider how dealers can respond to changing buying habits and compete effectively in a crowded market.

The session also comes as the industry navigates the transition to electric vehicles and uncertainty over the pace of demand.

Kennett said: “Long-term clarity through the 2030 and 2035 phase-out dates remain vital for industry investment, but the significant increases required in the intervening years will become increasingly challenging against the current economic and geopolitical backdrop.

“Pragmatic flexibility in the near-term ZEV Mandate trajectory would help manufacturers remain on course, while continuing to deliver meaningful reductions in carbon emissions from road transport.”

For dealerships, that backdrop makes understanding customers’ priorities and helping them choose their next car increasingly important.

The panel will offer dealer executives an opportunity to hear how their peers are approaching those challenges and identify ideas to strengthen their own new car performance.