The Rockar Story

Simon Dixon, founder of Rockar, spent 20 years building the UK’s 3rd largest car retail group Dixon Motors PLC. Upon selling the company to RBS in 2004, Simon has over the last 10 years experienced the car buying process from the other side of the fence.

It was his frustration with the current car buying experience, or lack of it, that lead him to create Rockar, a truly customer focused buying experience. Rockar had to be a game changer, completely challenging the traditional car buying process in every way possible.

In January 2012 he pulled together a small team of key people that shared the same frustrations. Together they started the exciting process of building a new way to buy cars, entirely from a customer’s point of view.

Extensive research was undertaken and the team sought out key partnerships with experts in the user experience to help guide the process. In the same way that Apple revolutionised technology, Rockar’s aim is to completely revolutionise the way in which cars are bought today.

A new and comprehensive website needed to be built in order that the Rockar experience could be brought to life. Today our website is a world first (people often say that – but it actually is!) empowering the customer to be completely in charge every step of the way. Search, sell your old car, choose a finance option to suit you, build your new car and track delivery every step of the way – all without speaking to a sales person, its that simple.

Accessibility was the next challenge, the Rockar team wanted a convenient place for customers to view cars at their leisure and allow an easy and relaxed test drive experience, something we call YouDrive.

This naturally led us to the major shopping centres in the UK, where millions of car driving customers visit every year. A unique and engaging store design lets the customer browse as they wish with some fantastic digital content to help explain the journey ahead.

In store we have our Rockar Angels, who are car product super brains and certainly not sales people. Chosen on personality, they know all about the new cars on display – no jargon. Rockar Angels won’t make it all about the sale, they are just simply there to help and if you need them to they are more than happy to book YouDrive or arrange a service on your behalf.

Oh and one other thing, there is no sales training, commissions or bonuses available in the whole company – now that’s refreshing.

The Rockar DNA is built on continuously challenging and improving the way we do things, the key people to help us are our customers now and in the future.

Important information

This information is of a general nature and does not constitute an offer to provide services.

The opinions and conclusions given here are those of Seneca Partners and are subject to change without notice.

The value of investments and/or any income arising from them may fluctuate.

Past performance is not necessarily a guide to future performance.

Important notice

The products and services shown on this website place capital at risk. Investors may receive less in returns than they have invested. Investments may not allow for capital to be withdrawn on demand. If an investment provides tax relief then this relief is subject to change and is dependant on personal circumstances. Any reference to past performance or forecasted performance is not a reliable indicator of future performance.

Seneca Partners recommends that any investor seeks specialised financial and/or tax advice before investing. Seneca Partners does not provide advice and the information on this website, including but not limited to news, should not be construed as such.

Please confirm that you understand this warning and wish to proceed.