New category search from Autotrader to help car buyers navigate complex market
4th February 2025, London – To help car buyers navigate the increasingly complex retail landscape, Autotrader has launched a new way for consumers to connect with their next car. With the introduction of the all-new ‘I’m looking for’ search categories, buyers can refine their search based on real-world motoring needs, making it easier to locate their perfect next car among the c. 423,000 new and used advertised daily on Autotrader.
The introduction of the new categories comes at a time when the volume of brands and models entering the UK market has grown significantly, creating more choice but also more confusion among buyers. Autotrader’s research reveals that almost half of UK car buyers begin their journey without knowing the specific make or model they’re looking for[1], whilst nearly a quarter (24%) of owners reported difficulty finding the right information during their research[2].
Not only do these categories help buyers navigate the UK’s growing array of brands, models, and fuel types in the UK, but they also open up new opportunities for retailers to connect with fresh customers for their stock. Rather than being limited to the most common cars buyers search for, the new filters open up a whole market of less familiar makes and models that buyers may not have discovered organically. During the extensive testing phase, buyers who use the categories are more engaged with search, view more models, and generate more successful searches.
Available on desktop and app, ‘I’m looking for’ features 13 categories which have been determined by in-depth consumer research and are powered by Autotrader’s real-time, evolving machine learning. They include popular vehicle types (e.g. ‘Sports cars’, ‘Small cars’, and ‘Luxury cars’), as well as practical lifestyle (e.g. ‘Big boot’, ‘Family cars’, and ‘First cars’), and more economy focused categories (e.g. ‘Cheaper to run’, and ‘Cheaper insurance’). All categories can be combined with other search categories, such as price and age, to ensure buyers find the exact match for their needs.
As well as the more practical categories, Autotrader has also included “OMG”, designed to spark discovery and delight among enthusiasts by surfacing some of the more unusual and characterful cars currently advertised. Notable cars include the instantly recognisable 1969 Reliant van made famous by Only Fools and Horses, the rare jelly‑bean‑shaped Corbin Sparrow one‑seater, a custom‑painted Nissan Cube imported from Japan, and the BAC Mono, a single‑seater road‑legal supercar with a driving experience reminiscent of Formula One. While playful in spirit, OMG reinforces the same objective at the heart of the new categories: helping people find the right car for their needs and preferences, even if what they’re after is something wonderfully out of the ordinary.
This innovation reflects Autotrader’s ongoing investment in enhancing the consumer experience to deliver greater value to retailers. It is part of a broader commitment to bringing more motivated, informed, and high‑intent buyers into the market.
With so much choice entering the market, the early stages of car buying have never been more overwhelming for consumers. Our new category search is designed to guide people quickly towards cars that truly fit their needs. This isn’t just about improving the browsing experience - it’s about delivering more informed, high‑intent buyers to our retailer partners. By helping consumers get to the right vehicles faster, we’re driving better engagement on our platform, helping our partners reach more of the right buyers for their stock.
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