unveils “Motor Sensei” as new brand icon, the Daily Mail and General Trust owned used car network, has unveiled a major advertising push starring a new brand icon, called the “Motor Sensei”.

The website has appointed VCCP, creators of the ComparetheMeerkat ads, in the hope of garnering as much attention as the insurance spots, through the creation of the icon, who will feature in a major national advertising campaign including print, broadcast, online and event activity.

The ads will feature words of wisdom from the Motor Sensei, and is timed to coincide with the launch of the new website. He will provide buyers with a “trusted source of guidance and advice to help them find their next car.”

The Motor Sensei will provide words of motoring wisdom alongside a new advertising strapline ’find peace of mind, not piece of scrap’.

The campaign aims to promote the website’s free history check service, as well as the site’s independent consumer advice and guidance, in a push to make it the number one website in its category. It will be backed by a new website.

As part of the launch, has also strengthened its sales drive with the appointment of Ian Webber as sales director who has joined from Yahoo! where he was automotive category director for Yahoo! UK and Europe. for five years at Yahoo!

He says: “The far-reaching improvements to the website coupled with the hard-hitting advertising campaign will enable the business to realise its ambitious growth strategy to become the number one site for car dealers and manufacturers.” launched in 2007 and is the UK’s second most visited used car website behind Auto Trader with a 21.4% market share, according to ComScore.

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