copy samples by TYPE

copy samples by SECTOR

Ian Castle

t: 01452 523123
A3 Elmbridge Court Business Park,
Cheltenham Road East,

Automotive copywriter smarts: talk clearly. Tell stories confidently. Win belief and sales.

Retain your car brand's voice in a fast-changing world…

Spanning both consumer and business fleet audiences, my folio of automotive sales copy includes work for leading agencies and car manufacturer brands including Mercedes-Benz, Volvo, Subaru and more. I’ve written for new car models and soft products across almost every segment – premium executive and compact family saloons, luxury performance sports coupes, all-wheel drive crossovers and SUVs, people carriers and city cars.

As more and more drivers consider environmental impact, cost-of-ownership and passenger safety alongside performance when making their shortlist, positioning and explaining advanced passenger car technologies is important. My messaging and campaign copywriting has explored hybrid, hydrogen fuel cell and electric vehicle (EV) advances; helped de-mystify vehicle finance and taxation; and explained cutting-edge intelligent active and passive safety systems.

As competition for even safer, more rewarding, lower-emissions motoring rises, make sure your marque tells the stories that really stand out. Call me today.

Automotive copywriting includes:
• Car range copywriting – web and literature
• eDMs
• Direct mailers
• Sales letters/enquiry responses
• Advertising – print and online
• Video scripting
• Press releases
• Launch toolkits
• Retailer communications and showroom toolkits


Automotive website copywriting, model range, Subaru UK


In the week, town is home. But at the weekends, you like to explore. A trip might see pot-holes. Tracks. Even the odd field. Compact yet capable, the Subaru XV isn’t just the perfect vehicle to sweep you effortlessly through city traffic; it’s also the ideal All-Wheel Drive Crossover, too.

Automotive website copywriting, model features, Subaru UK


All SUBAU engines sit lower and flatter, creating a vehicle that’s perfectly balanced for great handling and road holding.

DM copywriting, Mercedes-Benz UK E-Class technologies booklet

E is for Dynamic multicontour seats

On long journeys, encouraging circulation in the back and shoulder muscles can help prevent fatigue. So the multi-contour backrest has a massage function at fingertip control. We admit it. We'll use any opportunity to keep you happy behind the wheel.

Copywriting and content development, Volvo Car UK model year range brochures

Get more out of life with a new Volvo V70

Should estate flexibility and space spell the end of driving responsiveness and fun? We don't think so. Take off in a Volvo V70. See for yourself.

Copywriting and development, Volvo Car UK Initial Enquiry fulfilment brochure

"I drive home each night from work just like anyone else.

The difference is, I know I've helped people sleep a little better." Bo Alfredson. Volvo Engineer.

Retailer Guide copywriting, Mercedes-Benz UK Showroom Point of Sale launch

This Guide.

The Mercedes-Benz Retail Point of Sale programme is the culmination of more than 3 years' consultation, operational research and creative development. It will enhance your showroom environment and help you achieve successful product launches.

Retailer Guide copywriting, Mercedes-Benz UK Showroom Environment Display recommendations

Section 1: Your new Point of Sale (POS)

This guide outlines the new Mercedes-Benz Retail Environment. It explains what the programme consists of, showing you how to get the most business benefit out of your new POS elements.

> Contact Me