10:20 am, May 12, 2008
MOTORING celebrities have been booted out of the driving seat by UK car buyers who are more likely to turn to a friend, spouse or partner for advice than the well known TV faces when it comes to buying a new motor.
Of 2,500 drivers surveyed by motors.co.uk, one of the UK’s most visited used car websites, over half of buyers said they pick up the phone to a friend for advice when buying a new car while nearly a third turn to their partner or spouse. Only one in 10 said they trust the input of a TV motoring celebrity.
Of the TV reviewers who do catch the ear of the car buyer, Jeremy Clarkson proved the most popular with almost half of all buyers saying they would trust his advice on a new motor. Top Gear partner in crime Richard Hammond was next in line for trusted tips, with 17 per cent of votes, followed by Quentin Wilson with 11 per cent of votes.
On the back of the results and in celebration of buyers preferring ‘real advice from real people’, Motors.co.uk has launched ‘The Real Review’ – the UK’s first panel of video car reviewers made up from members of the public.
Following a nationwide search, six winners have been selected from over 500 entrants who reflect the different needs and wants of car buyers.
Stuart Tidman (a bus driver from Nuneaton), Derek Marsh (a salesman from Derby), Donna Fraher (an Occupational Therapist from Bradford), Louise A’ Barrow (a new mum from Yeovil) Sam Rollings (a dentist from Dundee) and Michelle Brown (IT consultant from Basingstoke) will be offering their views and practical advice to over one million car buyers who use the motors.co.uk website every month.
The panel has been trained on how to produce a filmed car review by Fifth Gear’s Vicki Butler-Henderson.
Fifth Gear presenter Vicki said: ‘I really enjoyed working with the Motors.co.uk Real Review panel to help them learn how to put together real life car reviews that tell it like it is. I think it is a great idea that will hopefully help other buyers make the right choice when buying their next car. Filming the reviews adds another dimension to the car buying process as it will enable the buyer to really learn about the car they are considering.’
Katie Armitage, marketing manager of Motors.co.uk added: ‘Our findings really highlighted that car buyers turn to someone they know or who they would perceive to give a real persons view for advice when buying a new car. Our Real Review panel has been formed to fill this gap and is the first forum to offer car buyers real life reviews filmed by real people and looking at the things that they care about most.’
See the car reviews by clicking here: www.motors.co.uk/real.
