What Car? launches first-ever TV advertising campaign

What Car?, Britain’s leading consumer champion and new car buying platform, has launched a television advert to highlight awareness of its New Car Buying service, which links Britain’s car buyers with dealers who've signed up to a What Car? code of conduct.

The advert – which will air from today – is What Car?’s first-ever for television and forms part of a larger campaign that also includes social content, and display and print advertising throughout the first three months of 2020.

Uniquely, What Car? takes the UK’s new car buyers through their entire car-buying journey, from guiding their car choices with independent reviews and advice articles created by its team of motoring experts, through to connecting them with approved dealers selling their cars at or below What Car?’s Target Price.

What Car?’s decision to link approved dealers to its audience reflects a growing popularity for car buyers to shop through the internet, with a recent survey of more than 5000 visitors to the website revealing that nearly half of all buyers expect a better deal when buying their vehicle online.

Every car sold through What Car? must be priced at Target Price or lower, which is based on mystery shopper data and new car price research that is updated daily, ensuring a fair deal for shoppers. On average, Target Price quotes are 8.97% below manufacturer list price offers, while 75% of offers made by What Car? approved dealers actually beat Target Price.

What’s more, buyers who want to enquire about a new car purchase only need to submit limited personal information, ensuring they aren’t bombarded with marketing and sales materials afterwards. Retailers respond directly to requests via the What Car? website and can only make direct contact when invited to do so by the customer.

The TV advert brings What Car?’s New Car Buying service to life by portraying a hundred toy cars speeding around a track, prior to just one being singled out after passing through a series of ramps, spirals, and drop-down chutes, symbolising how the service narrows the multiple choices faced by prospective car buyers down to a single vehicle.

You can watch the new advert at the top of this page.

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