Lookers Takes The Top Prize for Marketing Strategy of the Year at 2023 AM Awards

Lookers – A good deal. Better. brand and marketing rollout recognised by leading car industry publication Automotive Management

Lookers Motor Group, one of the UK’s leading integrated automotive retail and service groups, has taken home the coveted Marketing Strategy of the Year award at the annual AM Awards 2023.

The prestigious event, which is attended by colleagues and peers from across the UK automotive industry, was held at London’s Park Plaza hotel near Westminster Bridge on Thursday 11 May.

Lookers was shortlisted for the coveted award following scrutiny by an esteemed judging panel and AM Awards auditors UHY Hacker Young in a process overseen by independent chairman Christopher Macgowan OBE.

Lookers, which represents 150 dealerships and 35 of the world’s best-known car brands, was confirmed as a top contender for the award – which was sponsored by CarGurus PistonHeads - earlier this year.

Beating five other finalists for the top prize of Marketing Strategy of the Year 2023, judges recognised Lookers’ strategic approach and delivery of what was the company’s first major multichannel brand rollout in more than five years.

Encompassing every area of the business, Lookers’ campaign - A good deal. Better. campaign was designed to strengthen and consolidate Lookers’ position as a trusted household name, challenge the competition and drive more engagement to and awareness of all its strengths, including choice, customer care and expertise.

Powered by a compelling ‘always on’ creative proposition, rich content and marketing engagement, Lookers’ nationwide approach featured a big impact customer-centric campaign designed to drive brand awareness, recognition and retention. 

Welcoming the award, Karen Prince, Lookers’ Director of Customer Engagement, said:

“I’m delighted that our dedicated and talented marketing team, supported by our fantastic creative and media partners, have been recognised among our industry colleagues and peers. Delivering this compelling, high-performing campaign has been a real team effort.  
Congratulations to everyone involved and my grateful thanks to everyone for their support in making this happen.”

Lookers AM Award 2023 featuring Lookers Group Marketing Manager and Senior Marketing Manager.

Marketing is an integral part of Lookers’ success, which is supported by a team of 40 colleagues. As well as dedicated Brand Managers who oversee individual brand requirements, and a Group team that supports Lookers Motor Group's overall brand and digital marketing activity. Browse available opportunities to join the award winning team.

Using industry-leading metrics, monitoring and analysis, the success of Lookers’ multi-channel campaign and tactical approach helped it outperform the new retail market, leading to an increase in full year profit expectations and an 8.6% increase in like-for-like sales and 7.5% rise in aftersales in Q4 2022. 

Rolling out nationwide in May 2022 across TV, radio, print, online, social media and outdoor, in addition to new signage at several dealerships nationwide, the integrated campaign reflects Lookers’ commitment to its staff, growth, innovation and confidence in the future.

Powered by a carefully executed integrated media and digital strategy, Lookers’ campaign – A good deal. Better – was a major marketing and collaborative success, exceeding targets and expectations while supporting sales and new corporate growth and bucking the industry trend in a cost-of-living crisis.

AM Awards 2023 Winner Logo

At Lookers you can get whatever you want, however you want it. Choose from 38 manufacturers and over 7,000 new and used vehicles.

Buy online with Click and Drive or in person with our transparent pricing and 14 day money back guarantee. Collect or have it delivered. In addition to that, our expert vehicle technicians will Service, MOT or repair your car to the highest standard using genuine parts with Lookers signature care and attention.

I have an account

I don't have an account

You need an account before you can save searches. It takes less than a minute to register.

Register Now
I have an account

I don't have an account

You need an account before you can save vehicles. It takes less than a minute to register.

Register Now

Don't worry!

We're taking you to our partner site, everything is fine.

OK, got it

You saved a vehicle

You opted to save a vehicle to your account. We will keep you up to date if anything changes to the status of the vehicles.

You can find your saved vehicles here:

Saved vehicle icon
Got it
Monthly Vehicle Variant Save
(View full finance example)

Example monthly payment

Advance payment Vehicle Variant Save

This vehicle has been reserved
This vehicle is now sold
This vehicle is no longer available

This vehicle has been reserved
This vehicle is now sold
This vehicle is no longer available

We have available variants

Advance payment


Example monthly payment

Available from   or  /month (Rep)


Used s


New s

( )