carwow

carwow operates a two-sided automotive platform. On one side it attracts consumer demand through editorial content, comparison tools, leasing pages and car-selling workflows; on the other it monetises that demand by connecting dealers, manufacturers and finance partners to in-market users. Value is created by reducing search friction for consumers and by delivering qualified leads, inventory exposure and advertising access to automotive businesses.

carwow is a UK-based automotive marketplace and media platform that helps consumers research, compare, buy, lease and sell cars online. Its consumer proposition combines editorial reviews and buying guides with listings, valuation tools, dealer offer aggregation and dealer bidding workflows. Following acquisitions such as Wizzle and Autovia, the group has widened its reach across used-car transactions and automotive publishing.

The company makes money primarily from automotive industry participants rather than end users. Dealers and OEMs pay for subscriptions, lead generation, advertising placements and transaction-related commissions, while finance and leasing activity creates additional referral or brokerage income. Its customer base therefore spans both consumers using the platform for free and paying commercial partners seeking access to high-intent car buyers.