Autotrader rolls out Deal Builder for all retailers

Autotrader has announced the full roll-out of its innovative Deal Builder solution to all used car and van retailers, setting a new standard for data-driven automotive retailing.

The digital retailing tool, previously piloted with select partners, enables higher-converting, more efficient transactions, empowering retailers to capitalise on deeper buyer insights and streamline sales in an increasingly competitive market. According to Autotrader, top-performing retailers are already converting over 80% of vehicles reserved through Deal Builder.

“By unlocking digital retailing for everyone, it’ll not only revolutionise how retailers engage with consumers, but will provide a new era of rich buyer intelligence, helping to convert deals more easily, maximise revenue opportunities, and optimise operational capacity,” said Karolina Edwards-Smajda, Chief Product Officer at Autotrader.

Unlike traditional leads, Deal Builder interactions indicate significantly stronger purchase intent. 84% of buyers who use the tool don’t submit a lead elsewhere for at least three days, and nearly half of deals are initiated outside traditional business hours, allowing retailers to arrive each morning with a pipeline of ready-to-progress deals.

Retailers benefit from a fully connected online-to-offline sales journey, with buyers able to reserve vehicles, include part-exchanges, apply for finance, choose handover preferences, and soon, book appointments, all before stepping onto the forecourt.

The next evolution of Deal Builder, launching later this year, will incorporate AI-driven analytics to help retailers identify which buyers are most likely to convert and which vehicles are generating the highest engagement. These insights will be surfaced via Autotrader’s Portal or directly through AT Connect integrations, enabling dealers to prioritise efforts and make smarter, data-led decisions.

Autotrader’s research shows 95% of buyers still seek some form of in-person experience, with many switching between online and offline touchpoints throughout their purchase journey. Almost two-thirds visit dealerships unannounced. Deal Builder is designed to bridge this behavioural gap, offering seamless flexibility for both buyers and sellers.

Ryan Prince, Director of Motors Today, praised the solution: “The Deal Builder journey does a great job of giving customers reassurance and confidence to reserve the car. It attracts genuine buyers, because if you’re prepared to put down a reservation fee, then you are someone who means business. And, because customers can do it seamlessly and in their own time, we’ve had deals through that we may not have previously.”