Trade-in or private sale? What private sellers really ask

What we looked at

In October 2026 we compared about 8,000 private ads on Australian marketplaces with our dealer value for the same kind of car, of the same age and price. The basis: private asking prices compared with our dealer value excluding government charges. These are asking prices, not sale prices, and private ads often include rego, so the comparison flatters private sellers slightly.

What we found

• Utes: private sellers ask about the same as dealers, about 2% more on average. Utes hold their value and buyers will pay up for a good one.
• SUVs: about the same as dealers overall, a little more for newer ones and about 5% less for those 13 or more years old.
• Cars (sedans and hatches): about 5% less than dealers on average, and about 12% less for cars 13 or more years old.
• Vans: about 4% less than dealers, from a much smaller number of ads.

Why a dealer car usually costs more

A car from a licensed dealer usually costs more than the same car from a private seller, and fairly so, because you usually get a lot more for the money:

• A prepared car: dealers usually inspect and detail the car, and many service it or replace worn parts before sale. Preparation varies, so ask what was done.
• A statutory warranty: in most states, licensed dealers must give a warranty on used cars under a set age and kilometres. A private seller gives none.
• Clear title: in most states, a licensed dealer must guarantee the car is free of finance owing, and there are compensation schemes if they do not. Buy privately and you carry that risk yourself, which is what a PPSR check is for.
• Consumer law: within limits, the Australian Consumer Law guarantees apply when you buy from a business. They do not apply to a private sale.
• A business you can go back to if something goes wrong.
• Convenience: finance, a trade-in and the transfer paperwork handled in one place.

Dealer value is not automatic

Dealer prices also carry the dealer's margin and costs, so a dealer car is not automatically better value. Read the warranty terms, and run a PPSR check either way.

So what is a fair private price?

Because a private sale comes with none of that, a private price usually sits below dealer money for the same car, and you can reasonably expect it to. When private sellers ask the same as a dealer, as many ute sellers do, or ask for more, the buyer is taking on the risk and the repairs without the discount. For a buyer, a private car at dealer money is rarely a bargain. For a seller, pricing a little under dealers is what gets the car sold.

Buyers of utes and four-wheel drives often shop privately anyway and will pay close to dealer money for the right one, which is why those private prices stay high. Buyers of older small cars are usually after the cheapest option, so private prices sit lower.

Trade-in, dealer sale or private sale

• Trade-in: quickest and easiest. Expect less than the market price, because the dealer has to recondition, hold and resell the car, and needs a margin.
• Selling to a dealer outright: similar money to a trade-in, without buying from them.
• Private sale: usually the most money, but you handle the ads, the calls, the inspections and the payment, and it can take weeks.

See it for your car

PL8ED's full report shows your car's market price, a modelled trade-in range, and, where there is enough evidence, what private sellers of cars like yours typically advertise for. That way you can weigh the extra money against the time it takes.