19/11/2025
You may have recently heard a few stories about Autotrader, and their implementation of a new platform that requires you, who may just be browsing for cars, to login with your personal details should you want to contact a dealer.
Now, I come from an age where you bought a magazine to look for cars for sale. There was no need to hand over anything other than a couple of quid to the newsagent. We feel this new 'enhancement' is even more over reach from AutoTrader and, for us and many other dealers, has become the stick that's broken the camels back.
You may not know, but Autotrader operate a near monopoly in the UK and charges dealers extortionate fees in order to advertise with them. This, regrettably, then feeds through to you - the consumer. A dealer with 20-30 cars might pay ยฃ3-4000 per month for advertising, nearly ยฃ50k annually.
Basically, it's all become a bit too much.
We can no longer justify using their platform and, in addition to social media marketing, now advertise our cars on Motors and CarGurus. These platforms are like Aldi and Lidl next to Tesco. We hope this move will help us provide you, the consumer, with even better value, rather than paying your hard earned money to a middle man (a middle man who's CEO pocketed a ยฃ2.3m income last year - not bad for just advertising cars!)
And, as I said, it's not just us. Hundreds of other dealers are doing the same. So, if you can't find the car you want on AutoTrader, it's time to spread your searches a little wider and utilise Google to the max, as well as the portals mentioned above.
Martin @ Rascasse Motor Company
Discover fully-serviced, advisory-free-MOT used cars at Rascasse Motor Company in Long Buckby, Northamptonshire. Five-star rated, family-owned dealershipโview stock online or book your appointment today.
