The UK's most prestigious car awards ceremony

The UK's most prestigious car awards ceremony


The 2021 What Car? Car of the Year Awards, in association with ALA Insurance, will be announced across a week-long, entirely digital event, with the very best cars on sale celebrated online, on video and across social media. 

The 44th What Car? Awards have been reimagined as a result of the ongoing Covid-19 crisis, with a greater emphasis than ever on reaching a large, highly engaged consumer audience and ensuring that they are the most influential car-buying awards in the calendar.

Overall category and price point winners will be announced across the opening three days of the event, giving each car more opportunity than ever to sit in the spotlight for would-be buyers, prior to the overall Car of the Year award winner being announced on the final day. As always, a magazine summarising the winners will be published immediately afterwards.


Why the What Car? Car of the Year Awards matter?

Winning a What Car? Car of the Year Award is the biggest accolade a car and car maker can get. That's because the What Car? Car of the Year Awards are the most influential in the industry, thanks to What Car?'s unique position as a trusted, independent and expert voice in car reviewing. An Award win resonates on every level, both within the hierarchy of the car makers and with potential customers. Award wins drive marketing campaigns and lead to greatly increased sales success.



As a supporter of the What Car? Car of the Year Awards, your organisation will benefit from extra prestige and influence, because partnering the country's pre-eminent motoring awards places your company at the very heart of the industry.

Every year, supporting companies take up repeat sponsorship opportunities, and look to the sponsorship and events teams at What Car?, to develop bespoke packages that give their executives more exposure to potential clients from the industry than on any other occasion.

Every year, other supporting companies take up new sponsorships and realise the benefits of interacting with the biggest networking event on the motor industry calendar.

To be involved, please talk to the sponsorship team headed by Luke Tidy, who can be reached through his email at:

HEADLINE SPONSOR and Reader award

ALA Insurance

ALA Insurance is one of the largest independent providers of GAP, Warranty and other specialist insurance products for new and used vehicles. Operating in the motor industry since 1990, and specialising in GAP insurance since 2005, they are proud to provide exceptional levels of service and top-quality cover to all their customers.


Safety award and Technology award

Thatcham Research

Thatcham Research is the independent voice of automotive safety, security & repair, advising motorists, insurers and vehicle manufacturers to help reduce accident frequency, severity and costs and to realise the vision of ‘Safer cars, fewer crashes’.

Reliability Award

CarGuide is the only car check website using artificial intelligence to offer the most comprehensive view of a car’s past as well as its future. Powered by a machine learning platform that predicts which components are likely to fail in the future giving Motorists a true view of upcoming costs and possible issues.

Large and small electric vehicle


Onto is an all-inclusive electric car subscription with no deposit and only a monthly commitment, challenging conventional car ownership and putting the customer back in control. From £339 per month, your electric car is delivered to your door with everything is included: 1000 miles package, Insurance, Breakdown cover, Wear & Tear, Service & Maintenance, Charging and Road Tax. All the benefits of car ownership with none of the hassle.  



Lydia Banton

Events and publishing executive

Tel: +44 020 8267 5053



Luke Tidy

Partnerships manager What Car? 

Tel: +44 020 8267 5714



Helen Horton

Events manager

Tel: +44 020 8267 4174