Auto Trader has announced a partnership with Trusted Dealers, the marketing channel operating under the umbrella of the National Franchised Dealers Association.

Key to the partnership will be the development of a new, fully-optimised website for the Trusted Dealers brand and cross-placement of stock on the Auto Trader and Trusted Dealer websites.

Auto Trader said this move represents another step in its drive to help retailers improve trust among buyers, to channel more business to the best companies and to enhance the overall reputation of the retail motor industry.

“We know consumers demand transparency online, whatever they buy,” said Jason Biffin, Auto Trader’s consumer marketplace director. “They also look to purchase from trusted companies. Partnering with a brand like Trusted Dealers is a perfect fit for Auto Trader because we know our reputation among car buyers is already strong.

“Trusted Dealers is important because it embraces those in the franchised network and offers consumers immediate peace of mind. The partnership will allow Trusted Dealers to be promoted on the Auto Trader marketplace bringing a wider consumer audience to the brand, as well as helping those with less confidencechoose a dealer in which they know they can trust.”

Sue Robinson, director of the NFDA, added “We are very excited at the potential of Auto Trader promoting trusted, franchised, dealers to the widest consumer marketplace.

“The team at Trusted Dealers have worked hard with the NFDA to establish the website and standards to underpin the 10 Points of Difference as well as generate leads into our members: it will be great to see these gain additional publicity.”

Auto Trader said it has a role to play in driving trust and improving the reputation of the motor retail sector, whether ensuring consumers are aware of category C or D insurance write-offs advertised on its website or tackling complaints regarding misleading advertisements and removing repeat offenders.

“We have a responsibility to help consumers make informed decisions and to set standards in the industry,” added Biffin. “True and accurate descriptions are a key part of this process and we will continue to take positive steps by helping retailers and consumers to advertise their vehicles in a true and accurate way.”