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Post by Admin on Mon Sep 07, 2009 9:14 pm

What Car? Brand Launches New Driving School
One of Britains most well-known motoring brands, What Car?, has announced
the launch of a new national driving school.
The What Car? Driving School will be established by the end of the year,
following a 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 has commenced, with the business
aiming to achieve top three status in UK driving schools. What Car? magazine,
with over 87,000 readers a month, has been Britain’s best guide to buying a
car for three decades and is trusted by the consumer.
The brand’s web platform is also a leader in its field, attracting over
11.5 million unique users annually. The combined success of both platforms
make 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 one
of the the most trusted national brand in motoring.
Managing director Paul Atkinson said:
“Our deal with What Car? brings a new level of consumer trust into the
driver training market.
“It combines a highly regarded 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
“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 What Car? driving school,” he added.
Marketing director Andy Mitchell said:
“We’ll have a regular presence in What Car? Magazine and on
_http://www.whatcar.com_ ( "
onclick=";return false;, 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.

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