Autotrader refines Deal Builder with new 'reservation request' as new Customer Advisory Groups launch
LONDON 9th December 2025 – To ensure every enquiry made through its Deal Builder platform works effectively for all retailers, Autotrader is introducing a new ‘Reservation Request’ feature designed to give businesses even greater flexibility and control over their sales processes.
The move comes in direct response to feedback from retailers regarding how online reservations align with their existing showroom operations. Autotrader’s data shows that full reservations, which provide car buyers with the option to ‘reserve now’ with a fully refundable £99 fee, and were developed through extensive research and retailer input, are the best performing enquiry on Autotrader. Some retailers have reported a conversion rate of over 80%.
What’s more, with more than two in three buyers open to reserving online, and 91% not submitting any other enquiry for at least 24 hours after reserving, they signal the strongest intent and deliver more committed buyers to retailers. However, they may not be right for every business today.
To address this, Autotrader is introducing an alternative option for retailers, where car buyers will instead be able to ‘request’ a reservation in the Deal Builder journey. This will enable retailers to benefit from high-intent digital buyers without requiring changes to their stock status. Launching in the early new year:
The alternative route follows wider improvements made to Deal Builder in response to retailer feedback over recent weeks. This includes a less prominent ‘Reservation in progress’ flag so vehicles continue to appear available for sale, so as not to put off potential buyers. Autotrader has also removed language indicating buyers can ‘secure the vehicle’, ensuring retailers remain fully in control.
Listening to partners
Ahead of launch, Reservation Request will be refined and developed in close collaboration with retailers via the new, in-person Customer Advisory Groups. The first of these sessions, which will form a consistent and trusted channel for retailers of all sizes, is taking place this week and will be led by Autotrader’s CEO Nathan Coe.
The advisory groups will meet frequently in London and Manchester, working with Autotrader to help improve product design, communication, and change implementation. This will include looking at how a variable reservation fee on Deal Builder could work for different retailers.
Due to the high level of interest, Autotrader has already added two extra sessions in January 2026. More information on Customer Advisory Groups, including how to book onto the sessions, can be found here.
"Our data shows that reservations are the most effective way for retailers to secure highly committed buyers, and for a great number of our partners Deal Builder has been hugely successful. However, we recognise that full reservations may not suit every retailer’s current way of working, which is why we wanted to introduce an alternative option, along with wider improvements.
“We are wholly committed to working hand in hand with our retailer partners. We believe the best solutions are created through open collaboration and ongoing dialogue, which is why we’ll continue to seek feedback and refine our offerings. These enhancements to Deal Builder are a direct result of listening to our partners’ needs and ensuring our platform works for every business, regardless of size or set-up. We understand that the industry is always evolving, and so are we—we remain open and adaptable, ready to embrace change if required, so that together we can continue driving success for all."
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