Carbuyer
A British automotive website providing new-car reviews, buying advice, specifications, news and consumer-focused video content.
Last updated August 25, 2026
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Overview
Carbuyer is a British automotive publishing brand aimed primarily at people researching and purchasing new cars. The site was launched by Dennis Publishing in 2010 and first published on 29 October of that year. Unlike enthusiast-oriented automotive titles that often emphasize performance, prestige, motorsport or collector vehicles, Carbuyer has generally positioned itself as a practical consumer service. Its editorial coverage focuses on helping ordinary motorists compare models, understand running costs and equipment, and make informed purchasing decisions. The publication offers written road tests, comparison material, buying guides, automotive news and advice. Its coverage has concentrated mainly on new vehicles rather than used cars. Carbuyer also presents technical and commercial information for models available in the British market, including specifications and factual data supplied through CAP HPI. This gives users access to structured information alongside editorial assessments, supporting research into areas such as dimensions, engines, performance, economy and equipment. Video has been a central part of the brand's identity. Carbuyer produces original video reviews for its website and YouTube channel, using presenters and reviewers including Richard Ingram, Nicola Hume, Sara Damergi, James Batchelor, Ginny Buckley, Mat Watson and Rebecca Jackson at different points in the publication's history. The video format extends the site's consumer-oriented approach by demonstrating vehicles in use and explaining their strengths and weaknesses in accessible language. Carbuyer also allows motorists to submit reviews of their own vehicles. These user contributions appear alongside professional reviews, providing an additional ownership perspective to complement the publication's editorial testing. The combination of expert journalism, factual data, user feedback and video has allowed the brand to serve both early-stage shoppers and readers making shortlists between competing new models. The publication received industry recognition soon after launch. It was shortlisted in the Launch 2011 category at the Association of Online Publishers Awards, won Product Development of the Year in the Consumer category at the 2011 PPA Data & Digital Publishing Awards, and received the Plain English Campaign's Internet Crystal Mark in August 2011. In January 2014, it introduced a refreshed visual identity, including a new logo, video graphics and website design. It also began publishing a quarterly print magazine, released the book Carbuyer's Top 100 Family Cars, and aired its first television commercial. In 2021, Carbuyer was separated from Dennis Publishing's automotive portfolio as part of the creation of Autovia, an independent automotive media company whose brands also included Auto Express, evo, DrivingElectric and Octane. In 2024, Carwow acquired the remaining Autovia brands, including Carbuyer. The brand therefore continues as part of a broader digital automotive marketplace and media group, while retaining its consumer-focused review and advice role.
History
Carbuyer was created by Dennis Publishing to address a broad consumer audience researching new vehicles in the United Kingdom. It began publishing on 29 October 2010. From the outset, the service differed from traditional enthusiast automotive magazines by emphasizing accessible explanations, practical comparisons and purchase-oriented advice rather than specialist performance coverage. Its editorial scope included new-car reviews, news, buying guidance and structured vehicle information. A significant part of the site's utility came from its presentation of specifications and facts for new models on sale in Britain. Data from CAP HPI was incorporated into the service, giving readers a reference point for comparing vehicles alongside Carbuyer's own editorial judgments. The site also created a feedback loop between professional and consumer perspectives by publishing reviews submitted by motorists in addition to its expert road tests. Carbuyer's video operation became an important extension of the website. Original reviews were distributed on the site and through YouTube, with presenters and contributors including Richard Ingram, Nicola Hume, Sara Damergi, James Batchelor, Ginny Buckley, Mat Watson and Rebecca Jackson. The use of presenters helped translate vehicle testing into an accessible format for mainstream buyers. The publication gained recognition during its first full year. It was shortlisted for Launch 2011 at the Association of Online Publishers Awards and won Product Development of the Year in the Consumer category at the PPA Data & Digital Publishing Awards. In August 2011, it also received the Plain English Campaign's Internet Crystal Mark, reflecting the brand's emphasis on clear communication. In January 2014, Carbuyer undertook a substantial brand refresh. The changes included a new logo, redesigned website elements and updated video graphics. The brand also expanded beyond its core website by introducing a quarterly print magazine and publishing Carbuyer's Top 100 Family Cars. During the same period, it launched its first television commercial, broadening its consumer marketing activity. The brand's annual Cars of the Year selections became a recurring editorial feature. The published winners included the Kia Sportage in 2011, Hyundai i30 in 2012, Dacia Duster in 2013, Hyundai i10 in 2014, Citroën C4 Cactus in 2015, Peugeot 3008 in 2016 and 2017, Ford Fiesta in 2018 and 2019, Renault Clio in 2020, Kia Sorento in 2021, Hyundai Tucson in 2022, Kia Niro in 2023, BYD Dolphin in 2024 and Dacia Duster in 2025. In 2021, Carbuyer left Dennis Publishing's automotive structure as part of a spin-off that formed Autovia. Autovia brought together Carbuyer with automotive media brands including Auto Express, evo, DrivingElectric and Octane. In 2024, Carwow acquired the remaining Autovia brands. Carbuyer consequently became part of Carwow's wider automotive content and commerce ecosystem. Available reference material does not establish a separate founding company, headquarters location or current editorial leadership structure beyond the personnel listed in the source article.
- 2024
Acquisition by Carwow
[1]Carwow acquires Carbuyer and the remaining Autovia automotive brands.
- 2021
Transfer to Autovia
[1]Carbuyer becomes part of Autovia following the spin-off of Dennis Publishing's automotive assets.
- 2014
Brand and format expansion
[1]Carbuyer refreshes its logo, website design and video graphics, adds a quarterly print magazine and publishes a book about family cars.
- 2011
Early publishing awards
[1]Carbuyer is shortlisted for Launch 2011 at the AOP Awards and wins Product Development of the Year in the Consumer category at the PPA Data & Digital Publishing Awards.
- 2011
Plain English recognition
[1]The website receives the Plain English Campaign's Internet Crystal Mark.
- 2010
Carbuyer begins publication
[1]Dennis Publishing launches Carbuyer, with the first publication appearing on 29 October, to serve British consumers researching new cars.
Products and positioning
Accessible, practical and consumer-oriented automotive journalism for people researching new cars in the British market.
Digital automotive publication · 2010
Carbuyer website
The core Carbuyer service provides new-car reviews, automotive news, buying advice, comparisons and specifications. It is designed for mainstream consumers rather than primarily for automotive enthusiasts, and combines editorial analysis with structured model information and user-submitted vehicle reviews.
Automotive video content
Carbuyer video reviews
Carbuyer produces video reviews for publication on its website and YouTube channel. The format uses presenters and road-test contributors to explain vehicle design, practicality, driving characteristics, equipment and suitability for everyday buyers.
Automotive book · 2014
Carbuyer's Top 100 Family Cars
A Carbuyer book focused on family-car choices, extending the brand's practical buying advice into a standalone reference format.
Print automotive magazine · 2014
Carbuyer quarterly magazine
A quarterly print magazine introduced during Carbuyer's 2014 expansion beyond its main digital publication.
Marketing campaigns
- 2014First television commercial
United Kingdom
Carbuyer launched its first television commercial as part of a broader effort to increase awareness of the brand among mainstream car buyers.
Outcome. The campaign accompanied the site's visual refresh and expansion into print publishing.
Brand decisions
2024
Carwow acquires CarbuyerM&ABackground
Carwow pursued the remaining Autovia automotive brands as part of its expansion in automotive media and car-commerce content.
Action taken
Carwow purchased Carbuyer and the other remaining Autovia brands.
Aftermath
Carbuyer became part of Carwow's automotive brand portfolio.
2021
Separate the automotive portfolio into AutoviaStrategyBackground
Dennis Publishing reorganized its automotive assets, including Carbuyer and several other automotive media brands.
Action taken
Carbuyer was spun off into Autovia alongside Auto Express, evo, DrivingElectric and Octane.
Aftermath
Carbuyer operated within an independent automotive media group until the subsequent acquisition by Carwow.
2014
Expand the brand across digital, print and televisionStrategyBackground
Carbuyer had established itself as a digital consumer automotive publication and sought to broaden its public profile and editorial formats.
Action taken
The brand introduced a new identity and website design, updated video presentation, began a quarterly print magazine, published a family-car book and launched its first television commercial.
Aftermath
Carbuyer developed a broader publishing and marketing presence while retaining its focus on practical new-car advice.
Recent events
Sources3 sources
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