10:20 am, September 14, 2026
Autotrader is overhauling its Price Indicator tool to give dealers more control over how they explain the value behind their used cars.
The online marketplace will begin rolling out a redesigned version of the feature from September 29, with retailers able to add their own commentary alongside Autotrader’s market-based price assessment.
Dealers will also be able to highlight up to three ‘Key Selling Points’ on individual adverts, including details such as full service history, low mileage, rare options or recent preparation work.
A new ‘Price Commentary’ section will meanwhile allow retailers to explain additional benefits included in the advertised price, such as extended warranties, manufacturer-approved schemes, preparation standards, aftersales support and other dealership services.
The changes follow feedback from retailers and Autotrader’s Customer Advisory Group, as well as research with car buyers.
Autotrader says the aim is to give buyers more context around why one vehicle may command a higher asking price than another, while allowing dealers to better demonstrate the value they have added.
The existing dial-style Price Indicator graphic will also be replaced by a new label and pricing panel showing how a vehicle compares with the wider market.
Retailers will be able to create Price Commentary templates through their Autotrader Portal accounts and apply them across relevant stock, with the option to tailor wording for individual vehicles.
Both Key Selling Points and vehicle-level Price Commentary will also be available through Autotrader’s AT Connect API for retailers using compatible third-party stock management systems.
Price Commentary templates are already available in Portal ahead of the wider rollout later this month.
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.’