 The What Car? Driving School will be established by the end of the year, following a unique licensing deal that has been agreed between former BSM directors, Andy Mitchell and Paul Atkinson, and What Car?’s publishers, the Haymarket Media Group.
A recruitment drive for instructors will commence in September, with the business aiming to achieve top three status in UK driving schools.
What Car?’s website, whatcar.com, is a leader in its field, attracting over 11.5 million unique users annually, while What Car? magazine, with over 88,000 readers a month, has been Britain’s best guide to buying a car for three decades and is trusted by the consumer.
The combined success of both platforms makes the What Car? brand the perfect base to launch a Driving School. It will provide franchised instructors instant access to a large marketing base in local areas, as well as a hugely beneficial association with the most trusted national brand in motoring.
What Car? Driving School Managing Director, Paul Atkinson, said: “Our deal with What Car? brings a new level of consumer trust into the driver training market. It combines the most authoritative voice in motoring with years of expertise in the driving school field.
“Our proposition will appeal to ADI Instructors looking to join a prestigious franchise, or those who are currently independent but want to stand out from the crowd.”
One of the franchises on offer allows an instructor to use his or her existing training vehicle. For those looking to switch to a full service arrangement, a branded, five-door training vehicle with air-con can also be provided.
“Our franchise options offer instructors the best of both worlds,” continued Paul. “As a What Car? 5 Star Instructor you can retain your own identity, yet benefit from the support and real pupil supply provided by us. It all adds up to a distinctive and great value package.
“All of our 5 Star instructors will be fully qualified ADIs and will have satisfied us that they are able to deliver the quality training experience demanded by the What Car? Driving School,” he added.
Marketing Director, Andy Mitchell, said: “We’ll have a regular presence in What Car? magazine and on www.whatcar.com, meaning we have a massive market at our fingertips. We also have access to some of the UK’s other most famous magazines, websites and events through Haymarket. Through this unique arrangement we will be able to efficiently recruit a flow of new learners that will enable our instructors to thrive.
“We will operate nationally and we need instructors in all areas. We’re confident that we’ll have a great response to such an appealing opportunity when recruitment starts this month,” he said.
Paul Atkinson 0208 267 5338 or 07850 805245
Andy Mitchell 0208 267 5332 or 07802 940591
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WHAT CAR DRIVING SCHOOL WEB SITE