Brands Featured

  • autotrader.co.uk
  • theaa.com
  • carwow.co.uk
  • rac.co.uk
  • motors.co.uk
  • arnoldclark.com
  • parkers.co.uk
  • cargurus.co.uk
  • motability.co.uk
  • evanshalshaw.com
  • pistonheads.com
  • cinch.co.uk
  • motorpoint.co.uk
  • vauxhall.co.uk
  • lookers.co.uk
  • mini.co.uk
  • bristolstreet.co.uk
  • cargiant.co.uk
  • cazoo.co.uk
  • stoneacre.co.uk
  • usedcars.bmw.co.uk
  • threebestrated.co.uk
  • inchcape.co.uk
  • group1auto.co.uk
  • bigmotoringworld.co.uk
  • buyacar.co.uk
  • fiat.co.uk
  • dicklovett.co.uk
  • marshall.co.uk
  • sytner.co.uk
  • vertumotors.com
  • john-clark.co.uk
  • trustford.co.uk
  • charleshurstgroup.co.uk
  • heycar.com
  • jct600.co.uk
  • macklinmotors.co.uk
  • jardinemotors.co.uk
  • exchangeandmart.co.uk
  • carsupermarket.com
  • pentagon-group.co.uk
  • parks.uk.com
  • classiccarsforsale.co.uk
  • swanswaygarages.com
  • autovillage.co.uk
  • perrys.co.uk
  • steveneagell.co.uk
  • lloydmotorgroup.com
  • fow.co.uk
  • stellantisandyou.co.uk
  • petervardy.com
  • spoticar.co.uk
  • saxton4x4.co.uk
  • johnsonscars.co.uk
  • hrowen.co.uk
  • retailgroup.co.uk
  • donnellygroup.co.uk
  • glynhopkin.com
  • rrg-group.com
  • snows.co.uk
  • drivemotorretail.co.uk
  • wilsons.co.uk
  • brindley.co.uk
  • carworld.co.uk
  • agnewcars.com
  • chorleygroup.co.uk
  • harwoods.co.uk
  • uk-car-discount.co.uk
  • allenmotorgroup.co.uk
  • vanmonster.com
  • edenmotorgroup.com
  • yeomans.co.uk
  • holdcroft.com
  • carcraft.co.uk
  • halliwelljones.co.uk
  • thurlownunn.co.uk
  • motorrange.co.uk
  • gates.co.uk
  • tch.co.uk
  • hartwell.co.uk
  • foraymotorgroup.co.uk
  • ronskinnerandsons.co.uk
  • richmondmotorgroup.com
  • toomeymotorgroup.co.uk
  • sandicliffe.co.uk
  • hplmotors.co.uk
  • dacemotorgroup.co.uk
  • vospers.com
  • caffyns.co.uk
  • carsite.co.uk
  • williamsgroup.co.uk
  • days.co.uk
  • sinclairgroup.co.uk
  • driftbridge.co.uk
  • bravoauto.co.uk
  • motormatch.com
  • peoplescars.co.uk
  • vindisgroup.com
  • citygate.co.uk
  • thejcbgroup.co.uk

Show More Brands

What to expect inside

  • Car Dealership report front cover
  • Car Dealership report index
  • Car Dealership report top 5 wins
  • Car Dealership report visibility Year on Year

Latest insights

  • pistonheads.com have grown 76% YOY
  • Searches for “Car place near me” are up 1068%
  • carwow.co.uk have been dominating socials with 1,600,000 Instagram Followers
  • evenshalshaw.com are down 32% YOY

10 minutes Reading time

100 Brand's Ranked

Report Updated September 2025

What is the Car Dealership Market Report?

Every year, we release our Salience Index Report, exploring how different industries are performing in marketing and SEO. This report opens up the hood on the car dealership sector, revealing which brands are on the SEO podium this year, keyword opportunities, trends, social brand reach and reviews.

The report contains insider information to help put your brand in the driver’s seat, providing invaluable insight into how the market is performing and where your brand ranks against competitors.

Ready to unlock your potential in the car dealership market?

Download

Industry Analysis

2025 Car Dealerships Industry Analysis

If you’re short on time, here’s the headline. This 2025 Car Dealerships Industry Analysis shows a market that’s grown online by +8% YoY on average, but with sharp divergence between the biggest marketplaces, the networks, and the franchised dealer groups.

Below, I unpack the numbers from our sector report and translate them into plain‑English signals about consumer behaviour and search trends. If you want all the data, you can get the free 69‑page report for deeper insight for free.

Which car dealership brands dominate organic visibility in 2025?

The table shows the leading brands by organic Traffic Score (YoY), with ranking shifts and how each compares to the wider market.

Leading Car Dealership Brands by Organic Traffic Score
Rank (2025) Brand Aug 2025 Traffic Score Aug 2024 Traffic Score YoY Vs Market
1 autotrader.co.uk 13,718,028 11,748,541 +17% +9%
2 theaa.com 4,024,853 4,057,587 −1% −9%
3 rac.co.uk 2,095,116 1,796,902 +17% +9%
4 carwow.co.uk 1,991,141 2,104,513 −5% −13%
5 motors.co.uk 1,566,448 1,503,215 +4% −4%

Autotrader stretches its lead, combining scale with dependable YoY growth, while RAC keeps pace and CINCH and Motorpoint post strong double‑digit gains. By contrast, Parkers and Cargurus show steep declines, suggesting a reset in how buyers discover advice‑led content versus marketplace inventory. Dealer networks like Lookers and Evans Halshaw have edged up.

Search Behaviour in the Car Dealership Industry

Searchers are keeping one tab open for the big marketplaces (Autotrader, CINCH), but they’re also returning to dealer‑owned journeys when stock, finance calculators and part‑exchange tools line up. I.e. the user journey matches the intent of their query.

Fewer shoppers are browsing generic research pages. More are jumping straight into transactional filters based on preferences such as (“used SUV”, “cars under 3000”) and then comparing finance options. That tilt towards action bias rewards pages that answer intent fast, load quickly, and showcase stock variety without burying the details.

This, in fact, is something we’ve seen recently across various sectors and queries. Users are increasingly searching using NLP, e.g. ‘Which electric cars are best for high mileage?’ rather than keyword-based queries like ‘High range EVs’. Search engines now prioritise understanding user intent over exact keyword matching, which means sites that craft content for humans first are consistently outperforming those still optimising for search algorithms.

Who grew fastest — and who lost ground

A quick view of the biggest movers by % change in Traffic Score.

Top YoY Risers (Selection)
Brand YoY
vertumotors.com +246%
brayleys.co.uk +165%
cazoo.co.uk +164%
harwoods.co.uk +115%
monmotors.com +111%
Biggest YoY Decliners (Selection)
Brand YoY
buyacar.co.uk −56%
cargurus.co.uk −51%
classiccarsforsale.co.uk −34%
parkers.co.uk −31%
brindley.co.uk −27%

Visibility vs Authority: which brands are overachieving on lean link profiles?

When we map Traffic Scores to domain authority, a cluster of Overachievers emerges — sites with strong visibility despite modest authority. Representative examples: autotrader.co.uk, theaa.com, pistonheads.com, rac.co.uk, carwow.co.uk, evanshalshaw.com, arnoldclark.com, parkers.co.uk, motors.co.uk, and motability.co.uk.

Links still matter, but intent‑fit and experience quality are doing more of the heavy lifting. Brands in this cohort win by aligning pages and experiences to intent. Authority then acts as a multiplier, not the sole driver.

If you’re sitting on decent authority but flat visibility, the fix is rarely “more links”. It’s often an on-site SEO rethink that’s required. If you want the step‑by‑step of how we approach this, you can learn more about our SEO approach here.

Brand awareness and social: who is front‑of‑mind?

We blend brand search demand with owned social activity to understand Digital Brand Reach.

Digital Brand Reach Analysis
Brand Monthly brand searches Owned social score (index)
autotrader.co.uk 6,120,000 955
arnoldclark.com 550,000 334
parks.uk.com 368,000 112
cazoo.co.uk 301,000 163
vauxhall.co.uk 246,000 510

Autotrader towers over everyone else when it comes to brand awareness. Manufacturer brands (MINI, FIAT) punch high on social communities, while dealer groups with strong local footprints (Arnold Clark, Parks) see sizeable branded demand but lower social following.

“Awareness” is multi‑channel. Search demand is a proxy for memorability, while social tells you who your ‘more loyal’ following is. Digital PR that creates talkable content and credible links remains the cleanest way to grow both measures.

Trust & reviews: which domains carry the most social proof?

Review Volume and Ratings Analysis
Brand Reviews Avg. score
evanshalshaw.com 170,643 4.7
rac.co.uk 166,854 4.5
sytner.co.uk 109,909 4.5
autotrader.co.uk 101,944 4.6
theaa.com 100,966 4.4

High volumes of fresh, replied‑to reviews correlate with higher click‑through on branded SERPs and better local pack presence. They also reduce friction on inventory pages by answering the “can I trust this?” question before a shopper even finds a model they like.

Think less about gathering stars and more about closing the loop. Clear response patterns, transparent policies and on‑page trust cues (returns, warranties, finance compliance) all feed the trust equation the algorithms — and people — now expect.

Autotrader’s search marketing machine — how a 47‑year‑old brand keeps winning online

SPOTLIGHT

A few headline stats from the dataset:

  • Traffic Score: 13.72m (Aug 2025), up +17% YoY
  • Brand demand: 6.12m searches/month
  • Owned social: index 955
  • Reviews: 101,944 at 4.6★ average

We’ve done a full teardown of Autotrader’s search strategy to find out how they continue to dominate the car dealer category.

Read that here

What do I do here?

  1. Complete the form
  2. Receive the report to your given email (check spam)
  3. Read the good news and level up your decision making
  4. Find it so useful you call us for a consultation

Get Your Free Report

Challenge Us

We'll exceed your expectations.

What's your goal?

Talk To Us

We love a good chinwag.

01244 564 500