Listening to Retailers: What we heard and what we’re doing next
In December we shared the news that we’d be introducing Customer Advisory Groups, creating a trusted channel between Autotrader and its customers. In these groups, retailers will play a crucial role in helping us in our product design, how we communicate change to retailers and helping us build better partnerships to support your business.
Throughout December and January, we’ve held five initial listening sessions where 56 retailers from both independent and franchise dealerships, joined us for a discussion with our CEO, Nathan Coe. No agenda, no tactics, just listening.
After more than 16 hours of discussions and listening to their feedback, it became clear that the feedback wasn’t about one single issue but a wide range of things our customers want us to take on board. What also stood out, was the intent behind that feedback: retailers weren’t there to vent frustrations, but to engage openly, challenge constructively, and work more closely with Autotrader.
The key themes that we heard from retailers were:
Partnership – Working closer, earlier and more openly with retailers
Across every session, retailers told us that they still see Autotrader as pivotal to their business, but there was a clear desire to have a closer working relationship with us. One with more visibility, clearer communication and earlier involvement in change. Retailers who have strong relationships with their account teams found huge value in this and want even more connection.
Value – Helping retailers protect profitability and build confidence in the value Autotrader delivers
Retailers were clear. Costs are rising, margins are tight, and the competition is greater than ever. The market feels different across retailers right now - while some are thriving, those facing more challenges want clearer evidence of value, and better support to convert interest, into profitable sales.
Simplicity – Making it easier for buyers and retailers to connect
Retailers were clear that our innovations and platform changes should continue to prioritise connecting them with their customers - focusing on making it easier for both.
“Attending the session was extremely valuable. Hearing insights from dealers of all sizes highlighted both the unique and shared challenges across the industry. The open discussions and honest feedback created a great opportunity to learn from each other and drive positive change. As someone from a younger, tech-focused background, I’m excited to contribute a fresh perspective and be part of shaping what comes next.
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So, what’s next?
These themes, alongside more detailed feedback and specifics, are now shaping how we work. Our Customer Advisory Groups will give retailers an additional opportunity to be involved in our thinking earlier, help us to better test ideas, challenge assumptions and drive change, together.
Alongside this, we’ve already started making changes based on what we’ve heard and are addressing those areas that matter most to retailers. Strengthening partnership, protecting value and improving clarity across our platform, products and people.
We’re evolving our way of working to make our partnership with retailers stronger. Listening openly, engaging deliberately and working closer with retailers as the market evolves.
Interested in joining the Customer Advisory Group?
Meeting quarterly throughout 2026, the Customer Advisory Groups will be crucial in helping us in our product design and communications, as well as how we introduce change. If you’re interested in working in partnership with Autotrader to support retailers, please submit your application to join before the deadline on Friday 23rd January at 11:59pm.
“Thank you to everyone that came along to the listening sessions, especially as for many that means closing their business for a day. It was good to see a mix of people I know and some new faces, all who seemed to appreciate hearing from each other as much as they did sharing feedback on Autotrader's products, plan and strategy. Hopefully for some it has demystified Autotrader, we might not get everything right, but our whole business is based on doing a good job for retailers. The listening sessions and new Customer Advisory Groups will only help us do an even better job of that in the future".
Nathan Coe, CEO, Autotrader