What Car? scoop Car Dealer Power Award

What Car? has been crowned as the best online advertising space for new car sales at the prestigious Car Dealer Power Awards.


What Car?’s New Car Buying platform topped a poll of hundreds of dealers run by Blackball Media, scoring more highly in their estimations than rivals including Auto Trader and Carwow. The results were announced at a glittering ceremony at the Spinnaker Tower in Portsmouth on Thursday 26 September.


What Car? managing director Rachael Prasher said: “This is an incredible result for the brand and massively rewarding for the whole team that has worked so tirelessly to launch and then improve our New Car Buying product over the past 18 months.


“Our goal has always been to create a portal that allows customers to get a fair deal and dealers to receive fair margins, and I’m delighted that today we have so many happy customers on both sides.


“This award just underlines that we are on the right track in delivering a product that meets the needs of everyone, and shifting the perception of What Car? From being a reviews site to one of being a reviews and buying site.”


The award comes just one year after What Car?’s new website launched, putting the New Car Buying platform at its heart and allowing it’s in-market car buyers to move from researching their new car to making contact with live dealers seamlessly.


Buyers are also guaranteed to pay What Car?’s Target Price – the most its mystery shopping reveals a customer should pay – or less. Target Price is known as a fair price for the customer and dealer as it does not promote a race to the bottom, eroding margins.


James Baggott, chief executive of Baize Group, parent company of Car Dealer Magazine publisher Blackball Media, added: What Car?’s achievement in this year’s Car Dealer Power Awards is fantastic. Up against stiff competition from established rivals, the company’s clever new New Car sales proposition is impressing dealers.


“They love the fact it’s not a race to the bottom and that they receive genuine leads from genuine buyers. In this tough market, innovative new products like this are vital – and the high praise from dealers proves the What Car? offering is working. Huge congratulations to all the team.”


For more information on What Car?’s New Car Buying product please contact or visit


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