NEW DRIVER INSIGHTS 2025
UNDERSTANDING THE NEW DRIVER
FIRST CAR WAS ESTABLISHED OVER TWO DECADES AGO, and we’ve come a long way since the initial idea to start FirstCar in my sixth-form common room.
We’re most famous for providing award-winning educational resources to every new driver at two key milestones in their learning-to-drive journey – the theory and practical driving tests. Through reader engagement within our FirstCar Theory and FirstCar Practical magazines, published in association with DVSA, we understand new drivers’ wants, needs and concerns on an unparalleled scale.
Around one million learner drivers take to our roads each year, with most progressing to pass their driving test - a key milestone in life. While learning to drive is relatively short, many key decisions are made during this time. Those who wish to efficiently market their products and services to this conveyor belt of new drivers must understand a young driver’s buying behaviour.
We’re publishing this report to share the knowledge gained from our most recent research to help you shape your marketing strategies to better engage with today’s new driver.
James Evans
Founder, FirstCar james@firstcar.co.uk
LEARNING TO DRIVE
HOW LONG DID IT TAKE FROM STARTING TO LEARN TO DRIVE, TO PASSING YOUR
WHEN YOU TOOK YOUR THEORY TEST, HOW MUCH DRIVING HAD YOU DONE? HOW
HOW SOON AFTER PASSING YOUR TEST DID/WILL YOU BUY YOUR INSURANCE?
DID/WILL YOU CONSIDER A BLACK BOX OR TELEMATICS PRODUCT?
When purchasing the
MYSELF
CAR BUYING
WHEN WILL/DID YOU BUY YOUR FIRST CAR?
WHEN WILL/DID YOU BUY YOUR FIRST CAR? WHAT SOCIAL PLATFORMS DO YOU
FIRSTCAR HAS HELPED ME…
THOSE WHO ‘STRONGLY AGREED’ OR ‘AGREED’
