Competition in the vehicle history report space is heating up.

Experian has made the latest move, adding a couple of big names to its AutoCheck product.

Cox Automotive brands Kelley Blue Book and Autotrader announced they are expanding their strategic relationship with Experian to co-brand AutoCheck vehicle history reports on KBB.com and Autotrader.com vehicle listings.

AutoCheck reports will be available on all eligible listings on Kelley Blue Book and Autotrader, the companies said in a news release, allowing dealerships to give potential buyers detailed vehicle history information, including Experian’s proprietary AutoCheck Score showing the vehicle’s predicted reliability.

“With proprietary auction data and backed by Kelley Blue Book, the No. 1 trusted automotive brand for shoppers planning to buy in the next six months, dealerships can gain the edge they need to better buy and sell inventory,” Cox Automotive senior vice president of consumer solutions Jessica Stafford said. “Our clients and consumers will have detailed information to make informed car-buying decisions, which, given the current market, is more important than ever before.

“Increased transparency leads to more confident and informed shopper decisions, and ultimately, more leads for dealers.”

Cox Automotive said its internal analysis of vehicle history report leads in the past six months shows AutoCheck reports drive more engagement in listings, showing 44% more lead conversions on Autotrader vehicle detail pages than “the leading competitor.”

Cox noted AutoCheck also offers reporting with an extensive database of automotive records, and insights to compare vehicles to similar models currently on the market.

“Researching and comparing vehicle listings is a critical step in the used-car buying experience,” Experian Automotive president Robert Granados said. “Nearly every in-market shopper scours every ounce of information available to help them choose the right vehicle.

“By joining forces with Kelley Blue Book, we’re able to put information about a vehicle’s history directly into the hands of more consumers. Now in-market shoppers will have more transparency when buying a vehicle and feel more confident in their choice.”