Iain Reid

Iain Reid is Global Content Director at Carwow, leading the editorial strategy behind the platform’s reviews, buying advice and automotive news coverage. With more than 20 years of experience in automotive journalism, Iain began his career working on motorsport websites before moving into mainstream car media in 2005. He has held senior editorial roles at leading publications including What Car?, Auto Express and CarBuyer, building deep expertise in vehicle reviews, consumer advice and industry trends.

At Carwow, Iain oversees the global editorial output across written content, ensuring drivers receive clear, trustworthy information when researching their next car. His work focuses on helping consumers understand new models, electrification, ownership costs and the rapidly evolving automotive market.

What is your role in shaping Carwow's editorial strategy?

As Global Content Director at Carwow, my role is to define and execute the overarching editorial strategy that ensures our content informs, entertains, and ultimately helps drivers make confident car-buying decisions.

At a strategic level, I’m responsible for how content supports Carwow’s mission as a car-changing marketplace. That means identifying the key topics, formats, and platforms that will best engage our audience - whether that’s reviews, comparisons, or entertainment-led car content.

I work closely with our editorial, video, social, SEO, and commercial teams to ensure our content ecosystem is aligned with the wider business.

How do you ensure Carwow’s editorial content remains accurate, independent and trustworthy?

That starts with having the right people doing the right things.

The foundation is hiring and developing experts. Our writers aren’t just content creators - they’re people with deep automotive knowledge and strong editorial judgement. My role is to build a team that combines journalistic standards with genuine passion and expertise in cars.

Equally important is clarity around editorial standards. Everyone working on Carwow content understands that our credibility depends on fairness, accuracy, and transparency. Reviews and buying advice must be based on real testing, data, and experience, not external influence.

Ultimately, trustworthy content is driven by people. If you build a talented, principled team and give them the right structure and support, that integrity comes through in everything we publish.

After more than 20 years in automotive journalism, what are the biggest changes you’ve seen in the car industry?

The biggest change I’ve seen isn’t the cars themselves - it’s how people buy them.

Traditionally, buying a car meant visiting multiple dealerships, negotiating in person, and spending a lot of time comparing options. Today, that journey has shifted online. Consumers now expect to research, compare, and even purchase cars digitally.

The result is a much more informed and empowered customer. People arrive at the buying decision with a clearer understanding of the car they want and the price they should pay — and they increasingly expect the entire process to be as seamless online as it is in other industries.

What car industry trends are most important for drivers right now?

Electrification, EV infrastructure and tax concerns seem the most obvious but how AI will change every aspect of buying, owning and driving a car will be fascinating.

If you could keep one car you’ve reviewed in your garage, which would it be?

It wouldn’t be a car I’ve reviewed. It would be the first car I owned - a white Fiat Uno with the registration plate E932HLB. My first car gave me freedom to see my friends, meet girlfriends and earn money. It showed me the possibilities a car could offer. Having my Uno back in my garage will constantly remind me of that.