FirstCar Awards 2021 launches to reward the best in class for new drivers


The FirstCar Awards 2021 in association with will take place 19th January 2021 and be filmed in a secret location before being broadcast to the public. A total of eight awards will be announced, rewarding the very best in class in a wide range of categories relevant for new drivers.

For over a decade FirstCar has been an authoritative voice in the new driver market, gaining trust with its audience. It is only right that FirstCar continues to recognise and reward those companies leading the way for new drivers. A FirstCar award will help guide our new driver audience when making key purchasing decisions, particularly when buying their first car.

Due to the ongoing Covid-19 pandemic, the FirstCar Awards has been re-imagined and will take place as a digital-only event. There will be an even greater reliance on the new driver online audience to cast their votes to help choose our winners giving the event a much larger reach than ever before. The winners will be announced via video online, on YouTube, via our social media channels and broadcast to our 150k+ new driver email database. This digital approach will enable us to reach a large, highly engaged consumer audience, those at the very point of making their first key decisions as new motorists.

Greg Wilson, Founder and CEO of, this year’s headline sponsor, “The FirstCar Awards recognise those companies that are helping young drivers get behind the wheel without breaking the bank, which is why is the perfect sponsor for these awards.

With its commitment to helping motorists progress along the journey from learner driver to newly qualified licence holder to seasoned motorist, FirstCar can help drivers find the right car for their budget, while can help them find the right insurance for their new wheels. We’re truly delighted to be sponsoring these prestigious awards.”

The FirstCar Awards continue to evolve and this year include the new categories Young Driver Influencer of the Year and the Most Wanted Used Car of the Year. The full list is:

• Marketing Campaign of the Year
• App of the Year
• In-Car Product of the Year
• Young Driver Influencer of the Year
• Most Wanted Used Car of the Year
• Most Wanted Car of the Year
• Used Car of the Year
• Car of the Year.

Public voting by the new driver audience will be encouraged on the FirstCar website for the shortlisted entries, helping to rank them based on a total number of votes. The FirstCar judging panel will also assign a ranking for those shortlisted entries too. The combined ranking will determine our winners. The Used Car of the Year and Car of the Year will be judged solely by the FirstCar editorial team.

Entries are now being encouraged for Marketing Campaign of the Year, App of the Year, In-Car Product of the Year and Young Driver Influencer of the Year, with a deadline of 2nd November.

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