If 2025 felt busy, 2026 will feel sharper. Not necessarily harder, but less forgiving.
Auto Trader has been pretty direct about it: dealers without a plan will be punished. And when you look at the numbers, you can see why. The market is still active, but customers are quicker to switch, margins are easier to lose, and the EV story is getting messy.
There’s a lot of demand still in the system.
So yes, people are buying.
But in 2026, the dealers who win are the ones who get basics right every day, stock, pricing, advert quality, speed of response, and finance clarity.
In 2026, guessing stock mix will hurt.
Auto Trader’s outlook is clear: consumer intent is there, but ad quality and consistency will be key to success. That only works if you’re buying and retailing the right cars in the first place.
Budgets are still tight. Buyers might want a newer car, but many can’t stretch. That keeps demand for older, affordable cars strong and pricing supported.
As supply improves in some younger brackets, expect more competition on price and more “like-for-like” shopping.
That means you need a plan for:
A lot of customers now start with a monthly number rather than a brand.
That changes how you present cars online and in the showroom. It also changes what they see as “value”.
If your listing looks expensive, but the monthly is strong, and the explanation is clear, you still win the enquiry.
If your listing looks cheap, but the finance is confusing or slow, you lose the deal.
This is one reason Auto Trader is seeing strong consumer activity, but still warns dealers to plan carefully.
Here’s the bit that’s hard to ignore.
The Government is running big campaigns to encourage EV uptake. But it has also announced electric Vehicle Excise Duty (eVED), a pay-per-mile charge from April 2028, with 3p per mile for BEVs and 1.5p for PHEVs, on top of standard VED.
Auto Trader data suggests this has already shaken confidence, with reports that the new EV tax could put off a large share of buyers.
Our view at Marsh is simple. It’s a bit of a joke to push EVs hard while adding another tax layer. Drivers won’t be fooled, and uncertainty like this can slow adoption.
You’ll see more customers asking:
So your plan should include:
In 2026, speed and clarity will beat cleverness.
If a customer enquires and you reply late, they’ll buy elsewhere. If your reply is vague, they’ll keep shopping. If your process is messy, they’ll lose confidence.
This is true whether leads come from Auto Trader, your website, WhatsApp, or phone.
A good 2026 plan includes:
Most buyers now decide if they trust you before they visit.
Auto Trader’s insight has been pushing the idea that retailers need to use better data and signals to understand high-intent buyers, and that advert quality still plays a huge role.
Your plan for 2026 should include:
This part matters more every year.
Dealers are expected to treat customers fairly and explain finance in a way they understand. If you get it wrong, it shows up later as complaints, cancellations, and poor outcomes.
In 2026, the best dealers won’t treat compliance as a box-tick. They’ll treat it as part of trust.
Build simple standards:
Finance will remain central to volume in 2026, because it turns “too expensive” into “possible”.
SMMT expects BEVs, PHEVs and hybrids to continue to grow in 2026. That means more buyers will need help understanding:
If you make finance feel complicated, customers delay decisions. If you make it feel clear, customers move.
Marsh Finance is a UK lender that supports dealers with HP and PCP, including near-prime options where appropriate.
In 2026, we can support partners with:
If 2026 is going to reward dealers with a plan, the finance piece needs to be part of that plan, not an afterthought.
Partner with Marsh Finance today!