What Car? launches driving school

Haymarket motoring brand What Car? has launched a new national driving school.

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 directors of the BSM driving school, Andy Mitchell and Paul Atkinson, and What Car?’s publishers, Haymarket Media Group.

A recruitment drive for instructors will begin in September, with the business aiming to achieve top three status in UK driving schools.

According to its publishers, What Car?’s website,, attracts more than 11.5 million unique users annually, while What Car? magazine, with more than 88,000 readers a month, is a trusted guide for Britain’s car buyers.

The brand’s publishers say that its print and online platforms will give franchised instructors access to a large marketing base in local areas, as well as a beneficial association with a trusted national brand in motoring.

Paul Atkinson, managing director of the What Car? Driving School, 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 approved driving instructors (ADIs) 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-conditioning can be provided.

“Our franchise options offer instructors the best of both worlds,” said Atkinson. “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, 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.