Changing the way to buy a new car

Read Rockar’s story of why we think that the car buying experience is broken and needs to be redesigned completely

Why we are different

Rockar’s founder, Simon Dixon built the UK’s 3rd largest car retailer over a 20 year period. After the sale of Dixon Motors PLC to RBS in 2004, Simon started to experience the car buying process from the customer’s side of the fence. He felt frustrated with the customer experience offered by the industry. This inspired him to create a concept that would become a car buying game-changer: Rockar opened its first store at Bluewater shopping centre with Hyundai in November 2014, with a second store opening in Westfield Stratford City shopping centre in December 2015. Rockar opened its third store in October 2016, the Jaguar Land Rover store based at the Street, Westfield Stratford City. The stores offer both retail convenience and a relaxed and refreshing customer experience.

Online and retail hand-in-hand

The Car Finder website approach was a world first, empowering the customer to be in charge every step of the way. Search and configure your new car, part exchange your old car, choose a finance option that suits your needs, and then track delivery online. All delivered without a sales person steering the process.

Our stores use large touch screens to access the Rockar application with the support of Rockar Angels, the car super brains of our business.  Rockar Angels know all about the new cars on display but never speak in jargon. They can also help you to book a YouDrive, allowing you to test drive all by yourself.

Angels are there to help if you need it, but they don’t mind if you don’t. They receive no commission or bonuses from sales, enabling them to spend as much time with you during your visit as you require.

Understanding our DNA

Rockar’s DNA is built on continuously challenging and improving the way we do things, the key people to help us are our customers now and in the future. We like to think we are “changing car buying for good.”

Rockar simply want to make your experience with us as transparent and comfortable as possible.



Choose from our huge range of stock vehicles or build your own with our Exclusive YouBuild tool. Even Part Exchange online, hassle free.


Looking for great savings off RRP, plus Express Delivery? Choose from our range of Ex-Demonstrator & Used vehicles.