New solution transforms Vehicle Detail Pages into powerful decision-making tools, helping retailers increase shopper confidence and drive conversions
Detroit, MI – JATO Dynamics will announce the launch of Compare Component on 22 September 2026, an innovative new web component designed to bring vehicle comparison directly into the automotive retail journey. Built specifically for Vehicle Detail Pages (VDPs), the Compare Component enables shoppers to evaluate vehicles against relevant alternatives without leaving the retailer's website.
Vehicle buyers naturally compare options before making a purchase decision. However, traditional online journeys often force shoppers to leave a retailer's website to conduct their own research, creating friction and increasing the risk of losing potential customers. JATO's Compare Component addresses this challenge by delivering an embedded comparison experience that helps buyers understand how a vehicle performs against similar alternatives in real time.
The need for comparison is reinforced by recent independent consumer research commissioned by JATO Dynamics among North American car buyers. The study found that shoppers who used Compare Component were more likely to take high-intent actions, including contacting a dealer (+15%), shortlisting a vehicle (+14%) and booking a test drive (+8%). In addition, 77% said the tool made it easier to identify a vehicle’s strengths, while 20% said clear vehicle advantages increase trust in a listing.
Paul Hilton, Head of Retail, JATO Dynamics, said: "Today's consumers expect the same seamless, informed shopping experience when purchasing a vehicle as they do when buying any major product online. Because a vehicle is one of the most significant purchases they will make, shoppers naturally want to compare options before committing. Compare Component brings relevant, trusted vehicle comparisons directly into the buying journey, helping shoppers validate their decision at the point of highest intent while keeping them engaged on the retailer's website”
Powered by JATO's industry-leading vehicle data and next-generation API platform, Compare Component automatically identifies comparable vehicles and presents clear side-by-side comparisons across key attributes including performance, dimensions, technology, safety features and equipment levels.
A key feature of the solution is Key Advantages, which uses data science and AI-supported analysis to surface the most compelling strengths of a vehicle against its competitive set. This helps shoppers quickly understand what differentiates a vehicle and why it may be the strongest choice for their needs.
Nia Liscombe-Lear, Product Manager, JATO Dynamics, added: '"What makes Compare Component unique is its ability to combine JATO's trusted vehicle data with intelligent comparison logic to highlight the attributes that matter most to buyers. Rather than overwhelming consumers with specifications, the component helps them understand a vehicle's strengths quickly and intuitively, making it easier to make informed decisions with confidence."
The Compare Component helps automotive retailers:
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Keep shoppers engaged on their website for longer.
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Showcase the strengths and differentiators of each of the retailer’s vehicles.
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Reduce price objections through transparent side-by-side comparisons.
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Increase buyer confidence and accelerate decision-making.
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Create new opportunities to improve VDP conversion performance.
Compare Component is delivered as a customizable, language-agnostic web component that can be seamlessly integrated into existing automotive retail websites and digital showrooms. Retailers can tailor the experience to align with their brand identity while leveraging JATO's proprietary vehicle intelligence behind the scenes.
The new offering forms part of JATO's growing Web Components Library, a suite of solutions designed to help automotive businesses create smarter digital experiences using trusted vehicle data and insights.
For more information about Compare Component, visit https://www.jato.com/our-industries/retail/compare-component
About JATO Dynamics
JATO Dynamics is a global leader in automotive data, analysis and intelligence. For more than 40 years, JATO has provided trusted vehicle data and market insights that help manufacturers, retailers, financial institutions and mobility businesses make better decisions and create better customer experiences.
Media Contact
Drithi Charmanna, Marketing Lead JATO Dynamics e: drithi.charmanna@jato.com