pushes stress-busting positioning with in-car Tai Chi fitness expert Dean Hodgkin fitness expert Dean Hodgkin

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.

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


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug