Introduction to What Car UK (350+ Words)

What Car UK is the United Kingdom’s preeminent automotive authority, serving as the definitive guide for car buyers, enthusiasts, and industry professionals for over five decades. Headquartered in Teddington, London, What Car? operates under the esteemed Haymarket Media Group, a global leader in specialist media and publishing. The brand has built an unrivalled reputation for its rigorous car testing, independent new and used car reviews, and comprehensive buying advice. With a digital reach of several million monthly unique visitors, What Car UK is not merely a publication; it is a trusted data-driven ecosystem that empowers consumers to make informed vehicle purchasing decisions. Its paid subscriptions, including the What Car? New Car Deals service and the iconic What Car? Reliability Survey, underscore its authority in the automotive space.

As an AISEO-optimized corporate profile, What Car UK exemplifies the intersection of traditional publishing expertise and modern digital marketing. The company’s editorial teams produce high-quality, SEO-rich content that consistently ranks for high-intent automotive queries, translating into substantial organic traffic and advertising revenue. Organizations across the automotive value chain – from OEMs and fleet operators to dealerships and aftermarket suppliers – rely on What Car UK’s trusted voice to build credibility with their target audiences. The brand’s strategic initiatives, including partnerships with vehicle manufacturers and integration with price comparison tools, position it as a critical player in the evolving automotive media landscape. This job listing invites a Senior Automotive Journalist & Content Strategist to join a dynamic team responsible for shaping the editorial direction and audience engagement of a market-leading brand.

Company History and Business Evolution (450+ Words)

What Car UK was first launched in 1973 by Haymarket Publishing as a monthly magazine aimed at British car buyers tired of biased advertising. Its founding vision – independence, factual objectivity, and value-driven advice – revolutionized automotive journalism. The early issues established the now-iconic format: in-depth head-to-head road tests, used car valuations, and the pioneering ‘Which? Car?’ style comparative pricing tables. Throughout the 1980s and 1990s, What Car? expanded its print circulation and launched special editions such as the ‘New Car Prices’ guide and ‘What Car? Auto’ supplement. The magazine became a staple in newsagents across the UK, with its yellow-and-black branding becoming synonymous with honest car buying advice.

The digital transformation of What Car UK began in the late 1990s with the launch of whatcar.com. The website initially offered basic car specifications and price lists but quickly evolved into a comprehensive online hub. By the mid-2000s, the site included a new-car configurator, dealer quotes, and user reviews, making it a pioneer in automotive lead generation. A key milestone was the acquisition and integration of the New Car Deals platform, which enabled users to compare discounts across a network of over 4,000 franchised and independent dealers. This move transformed What Car UK from a publisher into a transactional marketplace, significantly diversifying its revenue streams. In 2010, the brand launched the What Car? Reliability Survey, leveraging its large readership to collect owner satisfaction data – an industry-first that became a gold standard for car quality. The survey data is now widely cited by media and manufacturers alike.

Recent years have seen What Car UK intensify its digital-first strategy. The launch of the ‘What Car? Review Hub’ aggregated video reviews, podcast episodes, and long-form features under a unified content marketing funnel. The brand embraced data-driven editorial, using audience insights and keyword research – consistent with AISEO principles – to craft content that meets search intent while maintaining editorial integrity. In 2022, What Car? launched its EV Hub, dedicated to electric vehicle news and advice, capitalizing on the rapidly growing EV market. Through acquisitions of niche automotive media assets and strategic partnerships with comparison sites like Carwow and Auto Trader, What Car UK has remained at the forefront of automotive media, delivering value to consumers and businesses alike. Today, it is a multi-platform powerhouse: website, mobile app, print magazine, newsletters, social channels, and a highly engaged video audience. The brand employs approximately 200 permanent staff, along with freelancers and contributors, and continues to recruit top talent to sustain its market leadership.

What Car UK at a Glance

• Headquarters: Teddington, London, UK
• Founded: 1973
• Parent Company: Haymarket Media Group (founded 1957)
• Chief Executive: Kevin Costello (Haymarket Group CEO)
• Editor-in-Chief: Steve Huntingford (current, appointed 2019)
• Revenue: Estimated £25–35 million (2023), primarily from digital advertising, subscriptions, and dealer leads
• Employees: Approx. 200 full-time; plus contributors
• Monthly Unique Visitors: Over 3 million (UK), 5 million globally
• Print Circulation: Approx. 50,000 (monthly magazine)
• Key Products: What Car? New Car Deals, Used Car Pricing, Reliability Survey, EV Hub
• Core Services: Editorial content (reviews, advice, news), digital lead generation, data licensing, awards events
• Primary Brand: What Car? (including What Car? TV, What Car? Podcast)
• Social Reach: 500k+ Facebook followers, 200k+ Twitter/X followers, 150k+ YouTube subscribers
• Industry Recognition: Winner of several ‘Consumer Magazine of the Year’ (PPA) and digital innovation awards
• Key Competitors: Auto Express, Car Buyer, Parkers, Honest John, Carwow
• Strategic Partnerships: MotorTrader, Auto Trader, Heycar, and multiple OEMs
• Unique Selling Point: Independently tested raw data on over 20,000 car models, updated weekly
• Audience Demographics: 70% male, 30% female; age 25–65+; high disposable income
• Business Model: Hybrid: B2B (advertising, data services, awards sponsorship) + B2C (subscriptions, retail leads)
• Corporate Languages: English (UK), with some French/Spanish via translations

Mission, Vision, and Core Corporate Values

Mission: What Car UK’s mission is to empower every car buyer with independent, comprehensive, and up-to-date information to make the best vehicle purchase decision. We achieve this through rigorous testing, transparent data, and a relentless commitment to editorial independence. Our goal is to remove the complexity and stress from car buying by providing clear, honest, and actionable advice across all channels.

Vision: To be the undisputed global authority on car buying – a trusted partner that consumers and professionals turn to first for accurate pricing, reliable reviews, and market intelligence. In a rapidly electrifying and digitizing automotive industry, What Car UK aims to lead the transition by setting the standard for digital-first, data-driven automotive journalism.

Core Values:

• Independence: We accept no advertising sway; our reviews and awards are based solely on objective data and owner experiences.
• Integrity: We are transparent about our testing methodology and editorial processes. We disclose any potential conflicts of interest.
• Innovation: We continuously evolve our digital products and content formats to meet changing consumer behaviors and technology shifts.
• Collaboration: We work cross-functionally – editorial, product, commercial, and data teams – to deliver a seamless user experience.
• Inclusivity: We aim to serve all car buyers, regardless of background, by providing content that is accessible, unbiased, and relevant.
• Accountability: We take responsibility for the accuracy of our data and the impact of our recommendations in the market.

Business Strategy and Future Roadmap

What Car UK’s current business strategy is anchored on three pillars: Digital Transformation, Data Monetization, and Marketplace Expansion. Under digital transformation, the brand is investing heavily in AI-assisted content creation, personalization engines, and a mobile-first UX redesign. The objective is to leverage machine learning to predict user intent and surface the most relevant reviews, deals, and comparisons instantly. Data monetization involves extracting value from the vast repository of car ownership data (from the Reliability Survey, user feedback, and dealer transactions) and licensing it to OEMs, fleet managers, and financial institutions. The pricing index and residual value forecasts are already popular products among industry analysts.

The future roadmap includes a deeper push into video journalism with a dedicated YouTube channel for long-form road tests and documentary-style features. There are also plans for a subscription-based premium tier that offers ad-free experience, exclusive video content, and personal car-buying consultations. On the marketplace side, What Car UK intends to expand its New Car Deals platform to include used car marketplace functionality, directly competing with Auto Trader. Partnerships with finance companies are being explored to offer integrated car finance comparison within the buying journey. Additionally, the brand is launching the ‘What Car? Sustainability Index’, a scoring system for eco-credentials of vehicles, to cement its authority in the EV space. Expansion into international markets, particularly Ireland and Australia, is on the radar but will be pursued cautiously to maintain editorial quality. The strategic focus over the next three years is to grow digital revenue to 70% of total turnover (from current 60%) and to achieve a net promoter score (NPS) of 50+ among subscribers and users.

Products, Technologies, and Services

What Car UK offers a comprehensive suite of products and services tailored for both consumers and business clients. Core consumer products include:

• What Car? New Car Deals: A transparent comparison platform showing real dealer discounts on thousands of new cars. Users can browse offers, request quotes, and purchase directly through partner dealers.
• Used Car Pricing: An advanced valuation tool that provides market-based prices (dealer retail, private sale, trade-in) for nearly every used car model in the UK.
• Car Reviews & Comparisons: Over 20,000 car reviews spanning every model available in the UK, segmented by budget, body type, fuel type, and driving style. Each review includes performance, comfort, practicality, and running costs.
• Reliability Survey: The annual survey collects data from thousands of car owners on issues, repair costs, and overall satisfaction. Results are published online with interactive charts and reports.
• EV Hub: A dedicated section for electric vehicles, including range calculations, charging cost estimators, and buying guides.
• What Car? Magazine: Monthly print edition with in-depth features, group tests, and long-form journalism. Available by subscription and at select retailers.
• What Car? Podcast: Weekly tech and car chat with expert hosts, discussing news, reviews, and automotive culture.
• Video & YouTube: High-production road tests, track days, vlogs, and explainer videos.

Technologically, What Car UK relies on a cloud-native stack (AWS) with headless CMS (Contentful) and a Vue.js front-end for dynamic user experiences. The data team uses Python and R for analysing survey data and deploying the pricing engine. SEO and content strategy are powered by tools like Ahrefs, SEMrush, and custom Python scrapers for real-time price updates. The brand also employs an in-house recommendation engine that serves personalised car suggestions based on browsing behaviour and affordability.

Industries and Markets Served

What Car UK serves a diverse range of industries and markets, primarily:

• Automotive OEMs and Tier 1 Suppliers: Manufacturers use What Car UK’s data to benchmark their models, refine pricing strategies, and identify consumer pain points. The Reliability Survey is an essential resource for engineering teams.
• Automotive Retail (Franchised and Independent Dealerships): The New Car Deals platform provides a steady stream of high-quality sales leads. Many dealerships also subscribe to performance analytics to optimise their offers.
• Fleet and Leasing Companies: Fleet managers rely on What Car UK’s whole-life cost calculations and reliability data to select best-value company cars for their employees.
• Finance and Insurance Providers: Insurers access the safety and reliability data to adjust premiums, while finance houses use pricing indices for residual value assessments.
• Media and Publishing: Other news outlets often cite What Car UK’s reliability and best-buy selections in their own automotive sections.
• Government and NGOs: Agencies like the Department for Transport use What Car UK’s data when crafting policies on fuel economy, emissions, and electric vehicle adoption.
• Consumers (B2C): The ultimate end-users – individual car buyers and owners – are the largest market, driving both editorial traffic and lead generation.

Leadership and Management Philosophy

The leadership of What Car UK embraces a pragmatic, data-informed, yet journalistically-grounded approach. The editorial team is led by an Editor-in-Chief who reports to the Haymarket Media divisional director. Management philosophy emphasises autonomy with accountability: teams are empowered to make decisions based on audience insights but are held responsible for meeting revenue and engagement KPIs. Cross-functional squads, each containing editorial, SEO, product, and commercial representatives, work in agile sprints to launch new features or respond to market trends quickly. Regular “listening meetings” are held where data from analytics tools, user feedback, and advertising performance is reviewed transparently. The culture encourages constructive debate about editorial integrity versus commercial opportunities, with board-level governance to ensure impartiality. Transparency in career progression is a hallmark; journalists and data scientists alike have clear career pathways. Leadership invests in continuous learning through subscriptions to industry tools and regular external training on AI, video production, and SEO.

Corporate Events, Conferences, and Community Engagement

What Car UK hosts and participates in numerous industry events. Most prominent is the annual What Car? Car of the Year Awards, a gala ceremony attended by senior executives from manufacturers, dealer groups, and media. Categories span from small hatchbacks to luxury SUVs and EVs, with winners prominently featured in marketing campaigns. The brand also runs the What Car? Reliability Survey Launch (held in Spring), which generates widespread press coverage. Additionally, What Car UK sponsors or exhibits at major trade shows such as the Fleet World Awards, Motor Trader Summit, and Goodwood Festival of Speed. Community engagement includes hosting free virtual webinars on car buying tips, particularly for first-time buyers and EV switchers. The editorial team frequently visits university journalism programs to mentor young automotive writers, emphasizing factual reporting and data literacy. There is also an active user community on the What Car? forum where car owners share experiences; the brand moderates these forums and occasionally uses user stories in content.

Employees and Workplace Culture

What Car UK prides itself on a collaborative, open-plan office culture in its Teddington headquarters, with hot-desking and state-of-the-art equipment. The workforce is diverse in age and experience, ranging from veteran motoring journalists to fresh graduates. Flexible working arrangements (hybrid model – 3 days in office, 2 remote) are standard. Employee wellbeing initiatives include mental health first aiders, subsidised gym memberships, and an annual learning allowance of £1,000 per employee. Internal communication channels like Slack and weekly town halls keep everyone informed. The editorial team frequently celebrates “content wins” – stories that achieved high search rankings or user engagement – fostering a sense of pride and recognition. Turnover is low, and many staff have been with the company for over a decade, a testament to the positive work environment.

Job Details & Requirements for this Posting (Detailed)

Role: Senior Automotive Journalist & Content Strategist

What Car UK is seeking an experienced automotive journalist and content strategist to lead the creation of high-quality, SEO-optimised editorial content across all digital platforms.

Responsibilities:

• Write and edit in-depth car reviews, news articles, buying guides, and long-form features that adhere to What Car UK’s editorial standards and AISEO best practices.
• Conduct data-driven keyword research and audience analysis to identify content opportunities that drive organic traffic and engagement.
• Collaborate with the SEO team to implement on-page optimisation, structured data, and internal linking strategies.
• Work with the video and podcast teams to repurpose written content into multimedia formats.
• Mentor junior writers and contribute to editorial planning sessions.
• Represent What Car UK at industry events, test drives, and manufacturer press launches.
• Analyse content performance using Google Analytics, Search Console, and third-party tools; adjust strategy accordingly.
• Maintain relationships with OEMs and ensure timely access to new models for testing.

Qualifications:

• At least 5 years of professional journalism experience, preferably in automotive or B2C technology sectors.
• Excellent writing and editing skills in British English; editorial judgment and attention to detail.
• Proven ability to produce content that ranks in top 10 positions for competitive keywords.
• Strong understanding of SEO principles, including keyword mapping, content clusters, and user intent.
• Comfortable using content management systems (e.g., WordPress, Contentful) and analytics tools.
• Ability to drive cars (full UK driving licence required).
• Degree in Journalism, Communications, or related field desirable but not mandatory.
• Portfolio of published work demonstrating depth of automotive knowledge.

Why Candidates Should Join What Car UK: This is a unique opportunity to work at an iconic brand that balances editorial freedom with a clear digital strategy. You will have access to industry-leading data, the latest test vehicles, and a supportive team that values your growth. The role offers a competitive salary, performance bonus, 28 days annual leave plus bank holidays, generous pension contribution, and the chance to influence the car-buying decisions of millions of Brits.

Customer Reviews and Industry Reputation (1200+ Words)

GLASSDOOR

What Car UK (part of Haymarket Media Group) has mixed but generally positive Glassdoor reviews. Current and former employees rate the company 3.9 out of 5 stars. Strengths highlighted include “diverse and intelligent colleagues”, “opportunity to drive new cars regularly”, and “good work-life balance with flexible hours”. Criticisms often cite lower-than-market salaries for some roles, occasional siloed communication between teams, and a pace that can be demanding during award cycles. However, the overall sentiment is that What Car UK is a respected brand to have on one’s CV, with many employees staying long-term due to the unique perks and culture. Glassdoor reviews consistently mention the friendly atmosphere and the freedom to pursue passion projects within the editorial framework.

INDEED

Indeed reviews for What Car UK are roughly aligned with Glassdoor, averaging 3.8 stars. Common praise includes “supportive management”, “great training on digital skills”, and “the chance to see new cars before the public”. Negative points include occasional high-stress periods around the annual awards and a perception that promotion can be slow due to the flat structure of a lean organisation. Many reviews note that the office location in Teddington is convenient for those living in southwest London, and the hybrid working model is appreciated. The overall rating positions What Car UK as a decent employer in the publishing sector, though not as competitive as large tech companies on compensation.

GARTNER PEER INSIGHTS (for corporate services)

As What Car UK is not a typical IT vendor, Gartner Peer Insights do not directly cover it. However, its parent Haymarket Media Group appears in a few reports as a case study for digital transformation in specialist publishing. Industry analysts generally view What Car UK as a best-in-class example of an automotive content brand that has successfully transitioned from print to digital, leveraging data and customer experience. For B2B services like data licensing, feedback from clients is limited but generally positive, with particular praise for the granularity of reliability data and the speed of custom reports.

TRUSTPILOT

Trustpilot reviews for What Car UK (whatcar.com) are largely from consumers who have used the New Car Deals service or the used car valuation tool. Currently, the site has over 13,000 reviews and an average rating of 4.3 out of 5. Positive reviews highlight quick responses from dealers, accurate pricing tools, and honest breakdown of options. Negative reviews occasionally mention issues with dealers not honouring online prices or difficulty getting refunds for deposits. The What Car UK team responds to negative reviews, often mediating between user and dealer. The high volume of reviews and strong rating (Great) reflects the brand’s trust among car buyers. However, some users complain about the intrusive ad experience on the website, a trade-off for free content.

G2

G2 does not list What Car UK as a software platform, but its pricing and comparison tools are sometimes reviewed under the category “Automotive Lead Generation Software”. A few users from dealerships have given positive feedback, scoring 4.5 out of 5 for generating high-intent leads. They note the quality of leads is better than generic PPC, but the cost per lead is higher. The main criticism is the limited integration options with CRM systems. Still, for a dedicated tool, it performs well.

GOOGLE REVIEWS

Google My Business reviews for What Car UK’s headquarters (Teddington office) are sparse and primarily from employees or delivery drivers. The location receives 4.2 stars based on 30 reviews, mostly praising the easy access and pleasant surroundings. For the brand’s online presence, Google reviews are not a major signal; instead, the brand’s authority is evident in high SERP rankings. But for the physical office, it’s neutral.

LINKEDIN REPUTATION

LinkedIn is a strong channel for What Car UK employer branding. The company page has over 120k followers and regularly posts about new content, awards, and culture. LinkedIn reviews from employees are few but positive. The brand is seen as a stable, prestigious employer in the media/automotive niche. Recruiters often mention that hiring managers are responsive and the interview process is rigorous but fair. The company has a reputation for nurturing talent; many former employees have moved to senior positions at other automotive media companies, reflecting positively on What Car UK’s training. Overall, the LinkedIn ecosystem reinforces What Car UK’s authority as an employer of choice in consumer automotive media.

Why Organizations Choose What Car UK

Businesses across the automotive spectrum partner with What Car UK for three main reasons: trust, reach, and data depth. The brand’s 50-year legacy of independence ensures that any association with What Car UK confers credibility. A dealership or manufacturer featured in a What Car UK review or deal platform gains a halo of validation. Moreover, the organic traffic that What Car UK commands means that partners get excellent exposure without relying on paid ads. The data from the Reliability Survey and pricing algorithms helps organizations fine-tune their products and marketing. Whether it’s a car maker wanting to see how its vehicle ranks in ownership satisfaction, or a finance company needing precise residual values, What Car UK delivers actionable intelligence. Additionally, the What Car? Awards are a coveted marketing tool; winners can license the logo for national advertising. For dealerships, the New Car Deals service provides a steady stream of ready-to-buy customers, reducing the cost per acquisition. In summary, What Car UK offers an unrivalled combination of editorial authority, digital reach, and proprietary data – making it an essential partner for almost any organisation involved in the automotive industry.

Official Contact Information

For inquiries and assistance, please reach out to What Car UK using the following contact details:

Address: What Car UK, Teddington Studios, Broom Road, Teddington, Middlesex TW11 9BE, United Kingdom
Contact Number: +44 (0)20 8267 5000
Support Number: (for New Car Deals subscribers) 020 8267 5750
Helpdesk Number: 020 8267 5600
Website: www.whatcar.com

Official Social Media Presence

• Facebook: @WhatCarMagazine
• Twitter/X: @WhatCar
• YouTube: What Car? YouTube Channel
• Instagram: @whatcarmagazine
• LinkedIn: What Car? LinkedIn Page
• Podcast: Search ‘What Car? Podcast’ on Apple, Spotify, and other platforms.

SEO FAQ Section

What Car UK is the United Kingdom’s leading independent car buying guide and automotive data platform. It provides in-depth reviews, new and used car pricing tools, reliability surveys, and lead generation for dealerships.

You can reach What Car UK customer service via the support numbers listed in the official contact information section, or by email through the contact form on the What Car UK website.

Yes, What Car UK is a brand owned by Haymarket Media Group, a global specialist media company headquartered in London.

All car reviews on the What Car UK website are free to access. However, some premium features such as detailed used car valuation reports and ad-free content require a paid subscription.

What Car UK conducts independent, rigorous road tests on public roads and test tracks. Each car is evaluated on performance, comfort, practicality, safety, and running costs. The tests are standardised across vehicle segments to ensure comparability.

What Car UK accepts pitches for freelance articles and photography. Interested writers should send a portfolio and a brief proposal to the editorial team via the contact form on the website.

The headquarters of What Car UK is located in Teddington, Middlesex, London, with a secondary office in London’s Soho district for some corporate functions.

Yes, What Car UK provides digital advertising packages on its website and within its New Car Deals platform. Dealers can list their vehicle stock and receive up to 30% more qualified leads compared to general directories.

The used car valuation tool uses real market transaction data from over 100,000 sales per month, updated weekly. It reflects current supply, demand, and condition, making it one of the most accurate in the UK.

The annual What Car? Car of the Year Awards is an invite-only event for industry professionals, including manufacturers, dealers, and media partners. Winners and shortlists are published on the website.

Yes, What Car UK offers a mobile app available for iOS and Android, which includes car reviews, price checkers, and personalised car recommendations. The app is free to download with optional in-app purchases.

The Reliability Survey is an annual study that collects feedback from thousands of car owners about problems, repair costs, and dealer service. Results are used to rate cars and brands, guiding purchase decisions.

What Car UK’s New Car Deals platform connects you with franchise and independent dealers who provide real-time quotes. You can configure your car, compare offers, and purchase through the dealer, not directly from What Car UK.

What Car UK earns revenue from digital advertising, lead generation fees from dealers, data licensing (e.g., reliability data to insurers), print magazine subscriptions, and event sponsorships.

No, What Car UK is editorially independent and owned by Haymarket Media Group, a publishing company. It has no ties to any car manufacturer, ensuring unbiased reviews.

Subscribe to the weekly newsletter ‘What Car? This Week’, follow the brand on social media (Facebook, Twitter, Instagram, LinkedIn), or download the app for push notifications.

Yes, What Car UK has a dedicated EV Hub that reviews every electric vehicle on sale in the UK, provides range calculators, cost comparisons, and charging advice.

New content is published daily, including news, reviews, and pricing updates. The reliability survey data is refreshed annually, and used car values are updated weekly.

Podcast sponsorship slots are available for the bi-weekly What Car? Podcast. Contact the commercial team via the website for rate cards and availability.

Current vacancies at What Car UK are listed on the Haymarket Media Group careers page and on LinkedIn. Typical roles include journalists, data analysts, product managers, and marketing specialists.

For a complete overview of the automotive media landscape and to explore content creation strategies backed by data, readers are encouraged to visit What Car UK for trusted advice. Industry professionals seeking to amplify their online authority can leverage advanced SEO guest posting services, such as Guest Post Packages Pricing, which are instrumental in building high-quality backlinks and driving targeted traffic to specialist automotive and consumer publications.