Autoglym research: buyers would pay up to £1,032 extra for paint-protected used cars

# Quick summary Autoglym LifeShine commissioned a OnePoll survey of 1,000 UK adults who had bought a car in the previous year. The research shows strong stated demand for dealer-applied paint and interior protection: 74% would prefer a protected used vehicle and 59% would be willing to pay more. The largest willingness-to-pay group (33%) would accept a 5–6% premium. Applying 6% to the Autotrader average used retail price of £17,197 (Feb 2026) produces a potential uplift of £1,032.

# What the findings show The survey measures stated willingness rather than completed transactions, but the pattern is clear: many buyers view protection as a value-add that influences both price expectations and assumptions about past ownership. Responses break down as follows:

• 74% likely or very likely to choose a vehicle with paint protection over the same untreated model.
• 59% willing to pay a premium for dealer-applied paint and interior protection.

London showed the strongest regional willingness (82%). Age differences are material: 75% of 25–34-year-olds would pay more, versus 31% of those 65 and over.

# Why this matters to dealers Paint protection can be used as a tactical lever in used-car retail. The study suggests three practical dealer benefits:

• Price support: If buyers truly pay the indicated premiums, coatings can justify higher asking prices, improving margin per sale when treatment costs are controlled.
• Conversion and trust signals: 80% of respondents said a previous owner who paid for protection would likely have looked after the car, so protection can reinforce provenance alongside service history and warranty.
• Merchandising differentiation: For stock that competes on specification and mileage, visible protection can be a point of distinction in listings and sales conversations.

# Practical considerations for testing paint protection Dealers should treat this as a testable part of used-car preparation rather than a guaranteed profit source. Key factors to plan for:

• Costs: Calculate the full applied cost per vehicle (product + labour, prep time, curing) and compare to likely uplift by price band and model.
• Pricing strategy: Decide whether to bake the cost into the asking price, offer it as an optional paid upgrade, or use it as an included higher-grade prep package.
• Marketing: If a car already carries a protection treatment, highlight that in online listings, photos, vehicle descriptions and sales conversations as a condition/provenance cue.
• Targeting: Younger buyers and urban markets (eg, London) showed stronger willingness to pay, so apply treatments selectively to stock aimed at those segments.

# Product note Autoglym LifeShine launched CeraFuse ULTRA in September 2025. The product is available for vehicles up to 10 years old and is marketed with a lifetime guarantee. Autoglym representatives point to their data showing customer interest and the opportunity to improve margin and stock turn, while acknowledging the need to weigh treatment cost against returns.

# Bottom line The survey indicates a clear consumer preference for paint-protected used cars and a measurable willingness to pay, particularly among younger buyers and urban markets. Dealers can trial coatings as part of their preparation and merchandising toolkit, but must model costs, pricing and sales messaging to confirm whether the uplift materialises in actual transactions.