Rockar was established in 2012 and has re-invented the car buying experience, evolving from a concept in 2012 to a recognised leader in new car digital sales and marketing today. The result is a disruptive new retail proposition where customers have access to all the services of a traditional dealership online, or at one of Rockar’s digital stores.

Nature of business

E-commerce and fulfilment platform for the new car sales industry.

Description of deal

Development capital. NVM invested £2.5m

Growth strategy

The new investment will enable Rockar to partner with more major automotive manufacturers following its initial success with Hyundai – launching more digital stores in high footfall shopping centres and continuing to develop its innovative technology platform.


This unique and engaging store design lets the customer browse the vehicles as they wish and is supported by pioneering in-store digital content which provides information about the cars and helps explain the purchasing process. In-store commissioned sales staff have been replaced by ‘Angels’, who are simply there to help. The stores have created a convenient place for customers to view cars at their leisure without the pressure to buy.

Rockar has also developed an online solution which helps car manufacturers digitalise their traditional route to market. The car market is one of the few not to have fully embraced online retailing to date. While consumers will typically undertake significant research online as part of the buying process, there is still the requirement to visit the physical showroom to negotiate a deal and complete the purchase. Rockar’s ‘Buy Button’ technology enables the consumer to complete the entire purchase online, including options for part-exchange and finance.

The Rockar team is led by Simon Dixon who has significant experience in the car industry, having helped build the Dixon Motor Group PLC for 20 years, before selling it to RBS in 2002 for £110 million.

“Following on from the success we have achieved to date, which has seen over half a million people visit our ground-breaking stores and experience our unique online retail platform, this investment is the latest endorsement of the Rockar proposition.”

Simon Dixon, CEO, Rockar