MFL Direct, one of the UK’s largest wholesale used vehicle suppliers, has relaunched its ecommerce platform after extensive research and development with car dealers.
A division of Motability Operations (MO), MFL Direct sells over 250,000 cars annually to dealers, with 80% of sales conducted online.
The revamped platform offers a hyper-personalised, streamlined buying experience, allowing dealers to search for, shortlist, and purchase high-quality stock quickly and seamlessly. New features include an ‘Inspected Vehicles’ channel and an auction option, in addition to the existing ‘Buy-It-Now’ feature.
“The new platform really is a one-stop-shop, enabling traders to buy quality used cars from the Motability Scheme in the way that suits them best,” said Damian Oton, chief commercial officer at Motability Operations. “We aim to help dealers make the best buying decisions now and ensure they’re well-positioned to source the right cars for their business in the future.”
To create a user-centred design, MFL Direct surveyed and interviewed dealers and independent traders across the UK to understand their business needs. Researchers identified two main buying mindsets among participants – either ‘deal-seekers’ or ‘simplifiers’.
Deal-seekers are motivated by opportunity and use their expertise to maximise profit and so prioritise accuracy of information and price. Simplifiers value speed and so prioritise ease of buying and stock provenance.
All surveyed dealers agreed on the importance of being able to speak to someone and the need for swift sales.
“Buying preferences are more about mindset than the size of the dealer,” said Craig Ford, head of remarketing digital solutions. “Whether focused on ease or value of the transaction, every element of the new platform is designed to help dealers of all sizes play to their strengths.”
The new ‘Inspected Vehicles’ category, piloted by 400 dealers, is an example of this. It leverages Motability Operations’ 22-acre facility in Coalville, Leicestershire, with the capacity to prepare up to 25,000 vehicles annually. Inspected vehicles come with detailed condition reports, allowing dealers to plan ahead and meet customer expectations on timing and delivery.
For deal-seekers, the platform’s auction functionality provides high-resolution images and detailed inspection reports, helping dealers make informed decisions on bids and purchases for optimal value and margins.
Vehicles sold through the ‘Buy-It-Now’ method feature images, service histories, CAP% and Auto Trader Retail Rating data, and are covered by the mfldirect Assured Standard for peace of mind.
“We don’t deal in old cars, exotic cars, or company cars,” said Alex Wooltorton, head of commercial optimisation, vehicle remarketing. “These are clean, low-mileage, recent models leased through the Motability Scheme, typically with only around three years on the road.”
The entire platform is designed for quick, easy purchases, with the potential to buy two cars in under a second. There are no hidden fees, and all buying options are consolidated in one place with real-time updates.
“We know how tough it is on the forecourt at the moment because we speak to dealers every day,” said Danny Hartshorne, general manager, customer development. “Our scale allows us to support our customers through the buying process while continuously improving based on their feedback. This isn’t just an online buying platform; it’s a natural extension of the service we already provide.”
