Auto Trader honours exceptional service with Highly Rated 2025 awards

Auto Trader has today unveiled its Highly Rated 2025 honours, recognising around 2,000 retailers who have consistently delivered outstanding customer service.

Retailers who have earned the coveted status will receive exclusive branding assets, including physical stickers and digital logos, to display in their showrooms and online platforms.

The Highly Rated badge will also be visible on their Auto Trader profiles and retailer stores, providing maximum visibility.

In a new addition for 2025, accredited retailers will have access to an exclusive Highly Rated Merchandise store where they can claim their award packs and shop for extra materials to promote their achievement.

Robert Forrester, chief executive of Vertu Motors - which secured Highly Rated status across 130 dealerships - welcomed the recognition: “Being awarded Highly Rated on Auto Trader across so many of our dealerships is a real achievement. It is testament to the hard work and commitment from all our colleagues right across the business to provide our customers with an exceptional service,” he said.

To qualify, retailers must meet strict criteria including: a high volume of recent customer reviews relative to sales; an average rating of at least four stars; proactive engagement with lower-rated feedback and a minimum of 10 verified customer reviews in the past year.

Rebecca Clark, group sales director at Auto Trader, added: “It’s a huge privilege for us to recognise those retailers who are going above and beyond for their customers. In today’s competitive market, Highly Rated status is a powerful way to build trust and stand out.

“This year we raised the bar even higher for eligibility, so it’s especially impressive that more retailers than ever achieved this recognition - a clear reflection of the industry’s growing commitment to outstanding customer service.”

According to Auto Trader data, nearly 75% of consumers say online reviews influence their buying decisions and are more likely to engage with retailers carrying the Highly Rated accolade.

To further celebrate the recognition, retailers who post a photo or video of their award materials in their showroom and tag Auto Trader’s Insight channels on LinkedIn and Instagram using the hashtag #athighlyrated2025 will be entered into a prize draw. The competition runs from 10am on 14 July until 11:59pm on 4 August, with bonus entries for video posts.