Carwow’s YouTube channel claims to be rivalling Top Gear after reaching a one million subscriber milestone with its mix of car races and reviews.
Helping to draw petrolheads and potential car buyers to the independent online classifieds experts online platform, the YouTube channel is fronted by editorial director, Mat Watson, and now attracts more than 18 million views each month – numbers that the business claims rival those of Top Gear.
Watson said: “More than 14 million people visit carwow’s website each month and a significant proportion of those visitors look at our videos, car reviews and car-buying advice content before going on to buy a car.
“It shows just how important our impartial and independent editorial offering is for consumers when buying a new car.”
An average of 17 new videos are uploaded to the channel each month and earlier this year their quality gained recognition when carwow took gold for Best Use of Video at the Association of Online Publishers Awards.
Now carwow is aiming to further boost the quality of its editorial and video output with the appointment of Iain Reid, formerly social media editor for Lexus and Toyota, as website editor, and Rory White, previously new cars editor for What Car?, as reviews editor.
Reid said: “It’s fascinating to see how carwow prioritises its content in a way that other brands don’t.
“My background is in editorial and it’s really encouraging to see how integral editorial content is to the carwow proposition.
“The fact that we are the go-to for video content shows how consumers are looking to us for independent advice to help them buy the right car, at the right price from the right dealer.”