What Car? – Dieselgate

What Car? As a brand has always been proud to be a consumer champion.

In the face of growing competition from the likes of AutoTrader, plus new kids on the block like CarGurus, CarWow etc the WC? brand needed to cement its position as the go-to authority on anything motoring and consumer-facing.

The perfect opportunity to stamp its claim as THE experts in the field came when the VW Dieselgate scandal broke in Sept 2015.

Through a calculated campaign of broadcast alerts offering expert analysis and commentary, plus good old-fashioned media relations, we made WC? Editorial Director, Jim Holder the media’s first choice for opinion on the VW scandal.

Co-ordinating countless TV, radio and print media interviews, over a several week period, we ensured that What Car? was positioned as the leading consumer automotive voice in the UK.

Through Q3 and Q4 2015, Jim completed over 100 interviews and reached a total audience that topped a billion people.

The list of media he appeared on included BBC Breakfast, Channel 4 News, Sky News, BBC Radio 4, BBC Radio 5 Live, Financial Times, Daily Mail, The Times, The Sun, BBC News 24, ITV Good Morning Britain, CNN and BBC World Service.