A recent survey by the Independent Motor Dealer Association (The IMDA), following the announcement of Autotrader Deal Builder found that 165 dealers had cancelled contracts or had given notice to cancel, a figure much higher than the 59 reported by Autotrader. Over 700 dealers responded to the survey with 70% confirming they had reduced or downgraded their package.
Umesh Samani, Chairman of the IMDA stated “The erosion of trust is real, and whether or not it results in mass cancellations, it poses a long-term risk to Autotrader’s relationship with the independent sector.”
The association also reiterated its longstanding concerns about Autotrader’s price markers, which remain unaddressed despite previous discussions. The IMDA believes the current system misleads consumers by prioritising price-based listings over vehicle quality and dealer reputation—undermining dealers who operate with integrity and contradicting Autotrader’s stated mission to help consumers make informed choices.
Key concerns raised by IMDA members include:
- Repeated price rises not matched by added value
- The impact of Deal Builder on traditional sales processes
- Mandatory customer account creation that weakens dealer-buyer relationships
- A lack of meaningful consultation before major changes are rolled out
- Misleading price markers that distort consumer decision-making
The IMDA confirmed its sole responsibility is to deliver positive outcomes, support and beneficial services to its members.
The IMDA continues to be a recognised and respected voice within the motor trade, committed to putting its members first. Independent dealers who wish to strengthen the collective voice and share their own experience of these changes are encouraged to join the IMDA by visiting www.theimda.co.uk/become-a-member.
