Autotrader to add ‘Reservation Request’ option as part of Deal Builder overhaul

Autotrader plans to introduce a “Reservation Request” feature to its Deal Builder platform in early 2026, offering retailers an alternative to the existing “reserve now” journey as the company responds to dealer feedback and expands efforts to involve retailers in product development.

The new option will allow car buyers to request a reservation rather than place a full, refundable £99 reservation. Unlike the current reservation flow, vehicles will not display a “reservation in progress” flag, and each request will require direct contact between buyer and retailer before next steps are agreed. Requests will appear in Sales Hub or retailers’ internal systems as additional buyer information. Retailers will be able to choose which reservation type they wish to offer.

Autotrader said the change is intended to give retailers more control over how online reservations integrate with their showroom processes. Company data shows full reservations remain the highest-performing enquiry type on the platform, with some retailers reporting conversion rates above 80%. Still, Autotrader acknowledged that the full-reservation approach may not suit all businesses.

The update follows other recent adjustments to Deal Builder, including making the “reservation in progress” flag less prominent and removing language that suggested buyers could “secure” a vehicle, changes aimed at addressing concerns about how reservations affect the visibility of stock.

Autotrader will refine the Reservation Request feature in collaboration with retailers through its newly created Customer Advisory Groups.

High demand has prompted Autotrader to add two more sessions in January 2026.

The advisory groups are expected to provide ongoing input on product design, communication, and implementation of changes, including the potential for variable reservation fees within Deal Builder.

Coe said the updates reflect the company’s effort to respond directly to retailer concerns. “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,” he said in a statement.

“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.”