The Deal Builder allows customers to reserve vehicles for a £99 deposit, marking the car as reserved on Auto Trader and effectively taking it off the market.
Dealers argue this change complicates their sales operations, especially since many vehicles are advertised across multiple platforms. If a reservation is canceled because the customer can’t be reached or changes their mind, dealers worry about disappointing potential buyers and receiving negative reviews.
The shift to Deal Builder has also removed the prominent “Message Dealer” contact button, pushing customers to reserve first, which dealers say drastically reduces genuine leads. Adding to frustration, customers must now create Auto Trader accounts to inquire, deterring some buyers who dislike sharing personal data up front.
Leading dealer groups have formed Facebook protest communities, rallying over 1,900 members to coordinate cancellations aimed at pressuring Auto Trader to reconsider. Some dealers are even preparing formal complaints to the Competition and Markets Authority citing significant interference in how they conduct business.
Auto Trader acknowledges dealer concerns and claims to be listening, emphasizing the Deal Builder is designed to deliver “higher-converting, profitable deals” and streamline the consumer buying journey. However, dealers see the move as a costly overreach that may ultimately harm both consumers and sellers by complicating transactions and alienating customers.
This protest highlights growing tensions between dominant online platforms and traditional car dealers amid digital transformation efforts. With annual contract fees rising and dealers feeling squeezed, many are openly exploring alternatives to Auto Trader’s marketplace.
The outcome of this standoff could reshape how UK car sales are conducted online, with dealers demanding more control and respect from the platforms they depend on to sell vehicles.
