What Car?

About What Car?

What Car? is the UK's longest-established automotive review and consumer-advice brand, with over 50 years of editorial history. The YouTube channel serves as the video extension of whatcar.com, a destination for car-buying guidance and new-vehicle analysis. The channel has published 2,090 videos and accumulated 266.9 million total views, reflecting sustained audience engagement across automotive content categories including in-depth reviews, new car reveals, and ranked lists. The creator positions testing methodology as a core differentiator, emphasizing thoroughness and objectivity in a competitive automotive media landscape. Content spans the full purchase journey—from initial research and model comparisons to deal discovery and consumer advice. The channel's 606,000 subscribers represent a mid-tier presence within the automotive YouTube ecosystem, comparable in scale to established peers like LOVECARS!TV! (605,000 subscribers) and Edmunds Cars (614,000 subscribers). The brand's longevity and editorial reputation in print media have translated into a structured, regular publishing cadence on YouTube, with new content released weekly.

What Car?'s estimated sponsorship rates

What Car?'s estimated sponsorship rate for an integrated YouTube video ranges from $1,309 (low) to $3,272 (high), with a typical rate of $2,182. This mid-tier pricing reflects the channel's 606,000-subscriber base and positioning within the automotive niche, where audience composition and advertiser demand differ from broader entertainment categories. Automotive content typically commands moderate cost-per-thousand-impressions (CPM) rates relative to finance or technology verticals, though the specificity of car-buying intent can attract premium automotive advertisers. The estimate is algorithmic and does not yet incorporate direct community data; as such, actual rates may vary based on campaign scope, content format, and advertiser category. Creators in the same niche—such as Chris Harris on Cars (648,000 subscribers) and CarExpert (665,000 subscribers)—operate at similar scale, suggesting competitive rate clustering within this segment. Factors that may influence What Car?'s rates relative to peers include the brand's established editorial authority, UK-market focus, and integration with a legacy publishing property, which can appeal to premium automotive advertisers seeking credibility and reach within affluent, purchase-intent audiences.

Who should partner with What Car??

What Car?'s audience consists primarily of car buyers and automotive enthusiasts in the United Kingdom and English-speaking markets, with content delivered in British English. The channel's 266.9 million cumulative views indicate sustained appeal across multiple vehicle categories and purchase stages. Advertiser-relevant brand categories include automotive manufacturers, dealership networks, automotive finance and insurance providers, vehicle subscription and leasing platforms, automotive aftermarket retailers, and consumer-finance services targeting car purchases. The editorial focus on objective testing and consumer advice positions the audience as research-active and purchase-intent driven, rather than purely entertainment-oriented. This demographic profile aligns with advertisers in automotive retail, fintech (auto loans, insurance), and premium consumer goods targeting affluent, decision-focused audiences. Peer channels such as Edmunds Cars and LOVECARS!TV! serve overlapping but geographically distinct markets (US and international, respectively), whereas What Car?'s UK-centric positioning and legacy brand heritage create differentiation. The channel's integration with whatcar.com—a long-established digital property—suggests audience overlap with web-based car-buying research, enabling cross-platform measurement for advertisers. Audience retention and engagement metrics are not yet available in our snapshot, but the 2,090-video catalog and consistent publishing schedule indicate a mature, habitual viewership.

What Car?'s growth and performance

What Car?'s subscriber count stands at 606,000 as of the latest snapshot (12 May 2026). We have only a single data point in our tracking history, recorded on the same date as the first tracked snapshot, so we cannot yet quantify growth trajectory or rate of change. Average view counts for the last 30 days are also not yet available. To assess growth momentum and audience engagement trends, additional snapshots over weeks and months will be required. The channel's 266.9 million total views across 2,090 published videos indicate a long operational history and consistent content production, but this cumulative metric does not reveal recent acceleration or deceleration.

How our pricing estimate works for What Car?

What Car?'s estimated sponsorship rates are calculated algorithmically based on subscriber count, niche category, platform, and content format. The model applies a base CPM (cost per thousand impressions) typical for automotive YouTube content, adjusted for audience tier and geography, then multiplies by estimated views per video to derive a rate range. The estimate is not based on direct rate submissions or community data from the creator; instead, it reflects calibration against industry benchmarks for similar-scale channels in the automotive category. As such, actual rates may differ based on campaign specifics, advertiser category, content exclusivity, and negotiation. For a detailed explanation of the pricing methodology and multiplier factors, see the /methodology page. This profile will be updated as additional engagement and rate data become available.