Auto Trader integrates VIN to platform

Auto Trader has partnered with manufacturers to integrate enhanced optional Vehicle Identification Number Specification (VIN Spec) data into its platforms.

This comes after research based on a sample of 52,000 vehicles revealed that 46% of the retailer-listed vehicles on its marketplace are missing an average of 54% of their detailed specification.

As a result, Auto Trader found retailers were leaving an average of £361 of unrealised margins on the table per vehicle.

Currently, the enhanced VIN Spec data is available from BMW, MINI, Fiat, Abarth, Alfa Romeo, Jeep, and Chrysler, with additional brands joining the list over the coming months.

Auto Trader’s chief operating officer Catherine Faiers, said: “We know retailers are facing an incredibly fast-moving market and enabling them to adapt to these changing dynamics is our first priority. We’ve long been committed to empowering our retailer partners with the scale and depth of our data to maximise margins. VIN Spec is another powerful layer of intelligence, that as well driving efficiencies and improving the customer experience, is designed to help unlock the full profit potential of every vehicle.

“We’re in the fortunate position where we can continue to invest in our products and services on behalf of our customers, and VIN Spec is a prime example of how we’re supporting our retailer partners to achieve their goals as efficiently and profitably as possible. As a data-led company, we’re looking forward to seeing the long-term benefits of partners having access to exact specification data.”