learning to drive

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Firstcar Limited is the UK’s market-leading publishing company in the new driver market. FirstCar has won multiple awards and has a market reach which is unrivalled, unmatched and hugely impressive. FirstCar effectively communicates with the hard-to-reach set of new drivers in a unique and engaging way, allowing key advertising messages to reach this impressionable audience in a cost-effective manner via print, digital, events and film.

FirstCar has produced award-winning magazines for over a decade and now publish over 2.5m+ publications annually. FirstCar stands alone, targeting every learner and newly qualified driver in the UK. FirstCar publishes three new driver magazines (The Young Driver’s Guide, FirstCar Theory, FirstCar Practical), the latter two in partnership with the government (DVSA), reaching the new driver at different stage of learning. The portfolio is supplemented by Intelligent Instructor, the market-leading driving instructor publisher. This includes a monthly trade magazine, busy website, robust email database, weekly newsletter, a national conference & expo and an industry awards ceremony. FirstBike, DriveOn and The Ultimate Guide to Cycling also target vulnerable road users and are aimed at young motorcyclists, older direr and novice cyclists, respectively.

FirstCar has a robust data operation. 150,000 new drivers have registered via firstcar.co.uk within the last two years. 1,000 new drivers sign up with FirstCar consistently each week, with 55% opting in to receive third party communications. We work with a number of partners presently to target the existing database or indeed to send automated communications to all new sign ups.  Both email and text campaigns can be deployed to reach this growing database of new drivers.

firstcar.co.uk is the online hub for new drivers. 20k unique users visit the site each month, offering new drivers’ information on insurance, buying their first car and independent motoring advice.

FirstCar run an increasing number of events. Young Driver Focus is an industry-leading, one-day conference held at the prestigious Royal Automobile Club, Pall Mall. Now in its seventh year, 175+ road safety professionals from both the public and private sector, attend to hear from experts in the young driver field.

The FirstCar Awards reward consumer-facing, young driver brands who are best in class across 18 different award categories; new car, used car, etc. An exclusive ‘invite only’ event, held at the Royal Automobile Club, Pall Mall in February, 150+ senior industry figures attend from key young driver brands, including many car manufacturers.

FirstCar Academy is a free-to-use, e-learning platform designed for pre-learner, learner and newly qualified drivers. Candidates are required to watch and learn from a series of 14 short, road safety, educational videos, tailored to the learner/new driver, to help raise awareness of important road safety issues. The aim, quite simply is to make new drivers smarter, through completing the online modules.

Intelligent Instructor is the market-leading brand in the driving instructor market. The bedrock is the monthly magazine which launched in 2015 and is the trusted resource for driving instructors, providing highly targeted content to driver trainers across the UK. Supplementing the magazine digitally is a news-based website intelligentinstrucor.co.uk, an opted in email database of 5k+ who receive a weekly iiNewsletter and other commercial messages, and a strong and growing social media following. In October 2019, two events will run, the ADINJC & Intelligent Instructor Conference & Expo and the Intelligent Instructor Awards.

Looking for more information? Check out our Media Packs:


Richard Storrs

Commercial Director

07707 564 422


Russell Whitehouse

Sales Director

08451 308 853    07716 154 584


Rachael Butler

Advertising Manager

08451 308 853   07974 186 445


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