11:56 am, January 6, 2026
A good video can be the difference between making a key sale and a customer choosing to go elsewhere so it is absolutely crucial that dealers get their footage right.
Whether it is extended pieces on YouTube or social media, detailed walk-arounds online or shorter, snappier TikTok clips, video has become a key weapon in dealers’ arsenals in an increasingly digitalised industry.
Our Use of Video award aims to recognise those that are excelling at it and taking their businesses to the next level.
Our winner this year – Small Cars Direct – certainly does that with its cutting edge approach to camera work.
The business, based in New Milton, Hampshire, has managed to weave video into the heart of its operations — producing engaging, informative and entertaining content that helps facilitate sales.
It is an approach which certainly impressed our judges and founder Alex Bradley was thrilled when he caught up with Car Dealer just after coming off stage.
He said: ‘It feels amazing to win this, especially with such stiff competition.
‘It’s great to be recognised for something that is growing across the industry – it just shows that we are at the top of our game and that is a credit to all the team.
‘I think we’re really genuine and thorough. We take great pride and have a lot of knowledge on the product.
‘Above all else, we are consistent. We have been doing this, with very detailed walk around videos, for over ten years and I guess you could probably say we were pioneers in this space.’
Also on hand to offer his own congratulations was Car Dealer editor-in-chief, James Baggott, who said: ‘Small Cars Direct is setting the pace when it comes to using video properly.
‘Their content is engaging, authentic and clearly drives real results. This award recognises a business that truly understands how modern customers want to buy cars.’
Used Car Awards host, and Mr Wheeler Dealer himself, Mike Brewer added: ‘Video is all about connection, and Small Cars Direct absolutely nailed it.
‘They use video to build trust, show personality and bring their cars to life. A brilliant example of how it should be done.’
