14 January 2013

Interesting to learn that Tim Abbott, currently managing director of BMW Group UK, still describes himself in public as a car salesman. At least, that’s what he said when stand-up comic, Al Murray, asked him about his job at last week’s What Car? awards.

If you’ve ever seen Murray live, or watched one of his videos, you’ll know the routine as he picks on hapless victims in the front row. First the ‘beautiful British name’ gag and then the chance to rip into whatever job you happen to have (don’t ever admit to being a journalist!).

In fact, Abbott is one of the few heads of National Sales Companies who has actually run an auto retail group (Aston Green Audi from 1996 to 2004, when he sold the business to Roger Penske) so he is more entitled than most to claim the job title. But even he struggled to find the right words to upsell Murray into a ‘pumped-up’ Mini.

Of course the unintended double-act was a side show to the main event of the evening, the Car of the Year awards; but it proved to be a lot more entertaining.

What Car? may the most influential consumer publication when it comes to car buying but you have to question its editorial judgement when it comes to picking winners. Its recent champions have included Peugeot 3008, Audi A1 and VW Up while real game-changers, such as Range Rover Evoque, have been given the cold shoulder.

This year it was the Audi A3 Sportback that, although a fine car, doesn’t really seem to move the game on that much.

On the other hand, having to sit through dinner and then some ritual humiliation from the comedian, knowing all the while that your major rival was picking up the main award, was probably not a lot of fun.

Maybe Abbott wished he was back selling Audis. Despite the growth of on-line forums, the latest figures say 28% of UK car buyers still refer to specialist motoring magazines for advice – so it would be foolish to dismiss the results.

Rupert Saunders

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Tags: Audi, Audi A3, BMW managing director Tim Abbott, What Car? Awards