Blog - Author: Martin Ward's picture
A popular figure in the automotive industry, celebrated in the Business Car Power list Top 10. An unrivalled understanding of the entire automotive manufacturing process. Providing independent and tailored advice to help automotive and related businesses identify and achieve their goals.

• Competitive vehicle positioning
• Model specification and pricing policy
• Developing and implementing strategy
• Market development
• Competitor analysis
• Facilitating new vehicle launches
• Marketing new vehicles
• Discussing and advising on new models at design stage
• Expertise and sanity checking


A career in the motor industry that started in 1972, and a CAP employee since 1988, has gained wide industry knowledge, commercial manufacturing insight and a specific focus on what consumer wants and needs are.

Expert advisor on vehicle launches, test drives, design, badging policies, engines, specification, codes, colours, new vehicle data and marketing strategy to gain the best residual value advantages.

Previous roles at CAP include dealer management, operational development, sales, Black and Red Book Editorial and new product development. Currently has a loyal social media following.

First Driving Impressions – BMW X6 M50d

There is no such thing as a monster, but they can be perceived as large angry animals that are feared by most or small purple or green cuddly toys that are adored by children, the monster comes in various forms, loved and hated. This monster is a huge, snarling diesel BMW estate.

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