Support for retailers and the industry through COVID-19

As we navigate our way through unprecedented times due to coronavirus (COVID-19), we’re doing what we can to support you. We have created this page to bring you the latest updates from Auto Trader as we continue to adapt to change following recent Government guidelines.

Join regular webinars

We’re hosting a series of weekly webinar series to keep you up to date with how we plan to support retailers, allowing you to ask questions to our expert panel. Please join us and your fellow retailers discuss how we respond to this challenging situation together.

Sign up for our latest webinar on 1st April

Register now

Watch on demand

Watch the replay of our first webinar from Wednesday 25th March

Watch now

Stay tuned for more, we’ll add the next webinar signup link here once available and share it via email and our social channels too.

Follow our blog

We’ll be posting regular updates on our new blog to help you navigate these challenging times. With insights on our audience and consumer behaviour, insights on market trends and practical advice from our team we hope this proves useful at this time.

Read our latest blog post

What are we doing to help you?

In these unprecedented times we are doing as much as we can to support our industry and protect your business. All of us here at Auto Trader, from your Account Managers right up to our CEO, Nathan feel a personal responsibility to help us get through this together. To demonstrate this, we are offering:

Free advertising for all vehicles on Auto Trader in April

Advertising your stock is still important if people are not seeing your vehicles than it will be even harder to sell them. The best way we can support you is to make your current advertising free for the whole of April. That’s for new and used cars, vans and other vehicles. We’ll keep it simple. Your adverts will be free. This does not include out of package products or tactical spend listed separately to your advertising package on your invoice.

Advertise double your stock for no extra cost

Our priority is to ensure we support all our customers through these challenging times. As people reduce their contact with others, online channels will be even more essential to connect with potential customers and build a pipeline to fuel future sales as we come through this period. To help you achieve this, we’re doubling all contracted stock free of charge until the end of May 2020.

See terms here

Extended payment terms

Worrying about paying your Auto Trader bill isn’t something you need right now. To help you with your cashflow, you will have an extra 30 days to pay for your March advertising and products. If you have a pending downgrade or cancellation, please get in touch with us so we can explain more about this support. Previous payments must be up to date.

What can you be doing now?

Whilst we know this pandemic won’t be around forever, just how long it will last is uncertain. China are beginning to return to what could be considered normality and the automotive sector is reported to be recovering quickly, which is promising. We believe a sensible approach is to do the groundwork now, build up your digital showroom and sales pipeline so that you can capitalise on demand when it returns, rather than start from scratch.

Buyers are still browsing, are you ready to respond?

With the whole country staying at home, we are still seeing buyers on site. We analysed our data from over the weekend to see how consumer behaviour is changing and whilst visits were down 20% vs last year, that still means we had over 6 million advert views and 19,000 customers contacted a retailer from their advert. So, people are still browsing, and you should make sure if they are in market now or in the next few months, they buy from you.

Enable all contact methods

We saw 19,000 enquiries over the weekend, are you set up to take those enquiries remotely?

  • Live chat & Text - make sure you have these enabled. Find out how in our setup guide here
  • AT Calls – Make sure you’ve updated your numbers in AT Calls to the most appropriate, did you know you can redirect to a mobile and assign backup numbers? Find more here
  • Make sure you reply to email enquiries – find these in the “Leads” section in Portal

Away from the office? Update your contact details in Portal

You can redirect your usual dealership landline number to your mobile number in Portal. Sign into Portal, then head to Account > Call settings to amend your Auto Trader contact number(s). For more guidance, read our setup guide here

How are you building your sales pipeline?

Action: Buyers are still browsing despite the current climate, consider allowing them to reserve for future.

Be there when customers need you

Setup a rota to make sure someone is on hand to respond to any consumer enquiry via any of the contact methods above.

Advertise all your stock

Just because people may not be ready to buy now, be ready for when they are. If you’ve had to close your site, make sure the stock is online so it can be seen. Don’t forget, we’re offering double stock to all retailers at no extra cost. Find out more

If you can, take the time to make your adverts really stand out to those browsing Auto Trader

With most of the country staying at home, take this opportunity to make sure your adverts really shine for when things bounce back. We’ve created a best practice section with everything we know works to make the most of your adverts. Show me

Are your reviews up to date?

Action: Now could be a great opportunity to reach out to recent buyers and ask for a review on their purchase. Get help with reviews here

If you are able, can you use this opportunity to re-photograph your vehicles?

Action: Only if you are able to do so, consider using this opportunity to make sure your vehicle images are the best they can be, see our how to guide here.

Have you checked and updated all of your vehicle descriptions?

Action: Check through your vehicle descriptions to ensure they are thorough and up to date, see our top tips here

Do you still have access to portal if you're working from home?

Portal works on all devices through the web browser, including mobiles and tablets so you can stay on top of things wherever you are.

If you aren’t at work, secure your site. Ensure you have adequate security

If you aren’t able to be at your site, make sure you’ve thought about security measures to keep your valuable stock safe.

We are here to help

All Auto Trader teams are all working remotely but are still on hand to help and offer any assistance we can at this time. Just give us a call on 0345 111 0002 Monday to Friday 09:00 – 17:30. We’ll also be communicating useful information and guidance by email; please ensure you add our address ( to your safe sender list.

Not receiving our emails?

If you’ve not received any email communication from us, please ensure you check your spam or junk folder. From there, you can add Auto Trader to your safe sender list and receive all future emails to your main inbox. For further information on how to do this, please visit this website


Keep up to date on our social channels

We’ll post essential updates on our AT Insight social channels, so be sure to follow:

Follow official advice to stay up to date

We will do our best to help you navigate the automotive environment. We recommend you consult official guidance from the government and other industry bodies on the wider situation.

UK Government official advice

The site is the best place to start to understand the latest guidance from the government and schemes in place to help you.

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Confederation of British Industry (CBI)

The CBI have created a hub with information to support businesses during this period.

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Federation of Small Businesses

The FSB have a page dedicated to helping small business and the self-employed.

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ASE Global resources

ASE Global are providing regular updates around government advice and financial support for automotive firms.

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