Direct Line introduces "essentials" car insurance

• Direct Line is expanding its motor insurance product suite to offer a greater range of comprehensive cover options to customers.
• Entry-level product includes ‘essential’ cover options with Courtesy Car and Uninsured Driver Promise, along with the brand’s Vandalism Promise

, owned by the Direct Line Group has launched a new ‘Essentials’ car insurance product. The new offering is targeted at customers looking for an entry level comprehensive car insurance policy, with fewer bells and whistles. The new product complements Direct Line’s Comprehensive and Comprehensive Plus offerings, which have higher cover limits and additional offerings. 

The product was designed using a customer centric approach, utilising extensive market research to identify the cover offering that would meet the ‘essential’ needs of customers.  Research revealed that a top priority for consumers is Courtesy Car¹ cover, which is included as standard in the Essentials product and provides customers with a replacement car at no extra cost, for the duration of the repair if fixed by an approved repairer. Direct Line Essentials also includes the brand’s Uninsured Driver Promise² and Vandalism Promise³ which protects a driver’s no claims discount if the other driver involved in an accident is uninsured or if damage to the vehicle is caused by vandalism. 

Jazz Gakhal, Managing Director of Motor at Direct Line Group said: “The Direct Line brand is all about simplicity and a common-sense approach, the Essentials product delivers quality cover along with the great service you’d expect from a household name. Understanding the needs of our policyholders is key to being brilliant for customers every day and we believe Direct Line Essentials is the perfect addition to our car insurance suite of products.”

“This new product launch is part of our ongoing commitment to providing quality insurance products and services that meet the evolving needs of our customers. With Direct Line Essentials we are taking another step towards achieving that goal and our commitment to innovation and customer-centric solutions has made us a trusted name in the insurance industry.” 

The launch is supported by an outstanding above the line creative advertising campaign developed by Saatchi & Saatchi. 

To find out more about Direct Line’s comprehensive cover levels click here:  

Notes for editors:

1. A small hatchback car, or similar car, that an approved repairer supplies temporarily on behalf of Direct Line
2. With Uninsured Driver Promise, if customers make a claim and its a non-fault accident and the driver of the other vehicle isn't insured, customers won't lose their No Claim Discount and their excess will be covered. Customers will need to provide the registration number, make and model of the other vehicle to claim.
3. With Direct Line’s Vandalism Promise, if customers make a claim for damage to their car caused by vandalism, they won't lose their No Claim Discount. The incident must be reported to the police and assigned a crime reference number. The excess must also be paid when making the claim. The damage can’t have been caused by another vehicle.

Direct Line Essentials is underwritten by U K Insurance Limited

ENDS

For more information please contact: 

Jade Trimbee

Senior Manager 

Direct Line Group

Mobile: 07825 315 931

 Email: jade.trimbee@directlinegroup.co.uk