pushes stress-busting positioning with in-car Tai Chi

Used-car website, part of Associated Newspapers, is building on its brand proposition to take the stress out of car buying with the UK's first in-car Tai Chi guide and events. fitness expert Dean Hodgkin fitness expert Dean Hodgkin

The new Tai Chi programme has been devised by fitness expert Dean Hodgkin who guides motorists through moves like the "Motorvator" and the "Steering Wheel of Life".

These can be performed behind the wheel – although the company does stress they should not be practised by the driver while the vehicle is in motion.

Research carried out by has discovered that people find car-buying a stressful experience, which leads to sleepless nights and arguments. already features a mascot called Motor Sensei, a Japanese guru versed in the ways of Zen thinking. Motor Sensei features in the in-car Tai Chi video along with Hodgkin. It is being featured on the website and can also be seen on YouTube.

Dean Hodgkin will also be on tour during August demonstrating Tai Chi sponsored by There is a Twitter feed promoting the campaign @MotorSenseiSay and a Facebook page.

Katie Wardle, head of marketing at said: "From our research it was clear that buying a car is a major cause of anxiety and the launch of the video guide is a fun way to help our customers to relax and stay calm." is part of A&N Media, the consumer division of the Daily Mail and General Trust plc, whose digital portfolio includes,, and

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published