A new Scottish tech platform being developed in the Highlands is preparing to challenge the dominance of the UK’s biggest car advertising sites, with its founders promising fairer pricing, smarter technology, and new jobs rooted in the region.
Motorads.co.uk is a next generation automotive marketplace built by a Scottish team with strong Highland links, and it is gearing up for launch with ambitions to modernise how people buy and sell vehicles across the UK.
Unlike traditional car classified platforms that rely on rigid filters and expensive dealer contracts, Motorads has been designed from the ground up around artificial intelligence and a more human way of searching.
The platform uses advanced AI to understand natural language searches, allowing users to describe what they are looking for in plain English rather than ticking endless boxes.
Alongside this, Motorads introduces AI powered agents that can respond to enquiries, answer common questions, and support faster, clearer communication between buyers and sellers.
The founders say the technology is not about replacing people, but about removing friction and improving the quality of conversations.
Built in Scotland and now being developed with a clear Highland focus, Motorads is positioning itself as a challenger to a market long dominated by a small number of powerful players.
The team behind the platform say many independent dealers have been trapped for years in expensive contracts, paying thousands per month simply to advertise stock they already own.
Motorads aims to change that dynamic by offering fairer pricing, flexible terms, and a platform designed around the needs of dealers as well as buyers.
A spokesperson for Motorads said consumers and businesses now expect smarter digital experiences, and the car market has been slow to catch up.
They said artificial intelligence offers a genuine opportunity to improve how vehicles are discovered, compared, and enquired about, while giving sellers better quality leads and customers clearer answers.
The platform is designed to support private sellers and dealerships alike, using intelligent automation to reduce wasted time and improve matching between vehicles and buyers.
Beyond the technology, the project also carries wider economic ambitions for the Highlands.
Motorads has confirmed that as the platform grows, it expects to create new skilled jobs based in the Highlands, spanning technology, customer support, operations, and digital development.
The founders say building the company in the Highlands is a deliberate choice, proving that serious tech innovation does not need to be based in London or overseas.
They believe the region offers both the talent and the mindset needed to build something ambitious, independent, and fair.
Motorads is part of a wider trend of Scottish tech startups using AI to challenge established markets, while keeping roots firmly in local communities.
The company says early interest has been strong, with both dealers and private sellers keen to see a credible alternative emerge.
Full launch details are expected to be announced shortly.
For the team behind Motorads, the aim is not just to compete, but to reset expectations around fairness, transparency, and how technology should serve people rather than lock them in.
If successful, Motorads could become another example of Highland built innovation punching far above its weight, creating jobs locally while taking on a national market.
