AutoTrader vs Motorproof: dealer pricing compared

Why this comparison is hard to make cleanly

One of the first things most dealers notice when looking

at AutoTrader is that pricing is not published anywhere

you can just read. It is a sales-led, enterprise process:

you talk to an account manager, get a quote based on your

stock volume and package, and negotiate from there. That

is a completely reasonable model for a platform of

AutoTrader's size, but it means there is no single

number to point at and compare directly against a

competitor's rate card.

What Motorproof publishes instead

Motorproof takes the opposite approach: three dealer

plans, published on the pricing page, no sales call

required to find out what you would actually pay.

• **Starter - £49/month** - up to 25 active listings,

up to 20 photos per listing, DVLA verification on every

listing, basic performance stats

• **Professional - £99/month** - up to 75 active

listings, up to 30 photos, advanced stats including

views and enquiry counts, 10% off featured listings

• **Unlimited - £199/month** - unlimited active listings,

full stats and interest indicators, 20% off featured

listings, priority support

No setup fee on any plan, and every listing on every plan

gets the same DVLA verification before it goes live.

What you actually get either way

Both platforms give you reach and a searchable listings

database - that part is not in dispute, and AutoTrader's

scale and brand recognition is real. The difference is in

how you find out what it costs and what happens once

you're listed: an enterprise sales conversation and

negotiated terms on one side, a published rate card and

DVLA-verified listings from day one on the other.

Who this suits

If you are an independent dealer who wants to know your

monthly cost before committing to anything, published

flat pricing removes a step most platforms make you go

through first. If your stock volume genuinely needs

enterprise-scale reach and you are comfortable with a

sales-led process to get there, that is a different set

of priorities, and worth weighing against what a

DVLA-verified badge on every listing is worth to your

buyers from the outset.