Guild celebrates excellence at 2025 Awards
The Royal Automobile Club in Pall Mall, London again hosted the highlight of the Guild of Motoring Writers year on 4th December, members and their colleagues from the automotive industry gathering for the Guild Dinner, fulfilling its twin aims of being a highly enjoyable social occasion and celebrating excellence in journalism with the presentation of the Guild Awards.
In his welcome to attendees Guild Chair Simon Harris paid particular tribute to the increased momentum over the past year from the Guild’s younger members. The Young Members Forum has gathered pace rapidly; “It has been inspiring to see younger professionals come forward full of ideas, enthusiasm and a determination to help shape the Guild’s next chapter.”
He described as one of the proudest achievements of the year the return of the Sir William Lyons Award. “Named after one of the car industry’s great innovators, and thanks to a revitalised Jaguar brand – with support from Autocar, the world’s oldest car magazine – we once again offer a national platform for emerging writers to break into our industry. Many past finalists have gone on to exceptional careers.”
After a year of constant reminders how interconnected the worlds of automotive journalism and PR have become, Simon was delighted to announce the significant development of a trial crossover membership scheme between the Guild and MICA, beginning in January 2026.
“This pilot recognises that journalism and communications increasingly overlap. Under the scheme, eligible professional members of MICA will be able to join the Guild as associate members, and qualifying full Guild members will be eligible for associate membership of MICA.”
Another initiative in 2026 will see the return of the Guild automotive PR survey, after being paused for several years. “It remains one of the most valuable pieces of intelligence we provide to PR teams. With so many new manufacturers entering the UK market, many supported by agencies on annual contracts, this survey matters more than ever.”
Simon acknowledged the increased pressures facing today’s automotive media, particularly the rise of artificial intelligence, but added that the value of what members produce – well-researched journalism, striking photography, informed commentary, and much more – has never been higher.
“Our task is not simply to celebrate excellence but to defend it. To ensure quality and professionalism remain the hallmarks of automotive media, and to support those who uphold them,” he said.
In his response on behalf of the guests MICA Chair Oliver Rowe also took up the subject of AI, following recent MICA masterclasses on the subject. Oliver commented that plenty of unsubbed AI news had been published, “absolutely artificial with no intelligence”. But he added that given the passion and knowledge of the joint audience, “your readers and our vehicle buyers”, trust is a major factor which only humans can engender authentically.
“Our Masterclass on future skills could not predict the 2035 communications landscape with certainty, of course, there are more unknowns than knowns and this is common to communications and journalism, where there is increasing crossover,” Oliver said, adding that MICA and the Guild are discussing the joint membership proposal at a time when the different roles are increasingly blending.
The Awards began with the naming of two new Friends of the Guild – described by Guild Chair Simon Harris as not an award in the traditional sense but an exclusive club, a restricted number of individuals who have provided long-standing, invaluable support and friendship to the organisation.
The new Friends are Daniel Sayles, who as Head of Press and PR at Kia has continued a relationship with and level of support that the Guild values value highly, and Elizabeth Aves, recognised for her outstanding and selfless commitment to The Guild of Motoring Writers Benevolent Fund.
Dan and Elizabeth both received commemorative tankards to mark their appointments as Friends of the Guild.
The Pemberton Trophy, awarded annually to a Guild member who has made an outstanding contribution, not necessarily through journalism, went this year to John Griffiths, described by Chair Simon Harris as “a man whose extensive career in journalism is matched only by his dedicated service to the Guild.”
Having enjoyed a long and storied career with particularly the Financial Times, John has become the guiding force behind many of the Guild’s most popular gatherings, playing a major role in organising events such as the summer Classic run and the Big Day Out at Castle Combe.
Unfortunately a last-minute ailment prevented John attending the dinner – his award will be passed on to him.
2025 Guild Award winners
Guild and MICA Young PR Professional of the Year Award
This award, highlighting the excellence in young PR professionals provided some potential inter-office rivalry, with the entire Isuzu UK press office nominated – PR Manager Filip Czajkowski and PR and Content Executive Thomas Davis both made the shortlist alongside Honda UK’s Automotive PR and Events Specialist Brad Beningfield.
The award, made by Guild Chair Simon Harris and MICA Managing Director Richard Gotch, went to Filip Czajkowski – he impressed the judges with a well-constructed and articulate entry that demonstrated both high performance in his role and an impressively strategic approach to delivering the business objectives.
Highly commended: Thomas Davis (Isuzu UK), Brad Beningfield (Honda UK)
Sir William Lyons Award
This year sees the welcome return of the award for young writers. Sponsored by Jaguar and relaunched in 2025 in partnership with Autocar, the award is open to anyone aged between 17 and 21 years old living in the UK and seeking to reach the first rung of the automotive writing ladder. The Award has in the past provided a springboard for many who have gone on to high-flying careers in automotive media.
Unfortunately a prior family commitment prevented winner Max Taylor from attending the evening – Jaguar Brand Director Santino Pietrosanti presented the award which was received on Max’s behalf by Mel Nichols.
The judges felt that Max’s submission on owning a Peugeot 107 demonstrated a fine wit, as well as mature arguments in favour of car travel.
Highly Commended: Joseph Gorst, Sachin Shaw
AlcoSense Campaigning for Motoring Award
This Award highlights writing aiming to improve the lives of all road users, from road safety to electric vehicles, or roads maintenance to environmental issues.
The winner is Louise Cole, receiving her award from AlcoSense Managing Director Hunter Abbott. Louise impressed the judges with her long-form book, which focuses on helping fleet managers better manage their drivers’ well-being and is approved by specialist clinicians, charities and academics.
Highly Commended: Jack Carfrae, Trinity Francis
BCA Feature Writer of the Year
This Award, always one of the most keenly contested, goes to the writer judged to have made the most outstanding contribution in automotive feature writing. It was presented by BCA Head of Public Relations and Friend of the Guild Tim Naylor to Aimée Turner.
Aimée produced an account of Paul Philpott’s leadership of Kia that judges described as informed, thought-provoking and engagingly written. Highlighting Paul’s exceptional leadership skills, it also told the story of how a brand can transform its fortunes with unique strategies and a belief in the ability of its own workforce.
Highly Commended: James Taylor, Richard Webber
Bentley Editor of the Year
This Award rewards the editor who can demonstrate they are capable of making critical decisions that make a real difference to the success of their publication. It was presented by Bentley Motors Head of Corporate Communications Matthew Reed to Will Shiers, editor of Commercial Motor.
Under Will’s leadership the editorial team at Commercial Motor has been supplemented with new, young journalistic talent, while the content has been refreshed and further developed. News and features are easy to follow and appreciate, even for a non-CV reader.
Highly Commended: Gavin Braithwaite-Smith (Classic. Retro. Modern.), Craig Cheetham (MG Enthusiast)
Continental Tyres Commercial Vehicle Writer of the Year
Providing an important insight into the world of commercial vehicles, this Award was presented by Continental Tyres area PR Manager for the UK & Ireland Claire Hohenberg to Will Shiers, collecting his second award of the evening.
Will’s highly-entertaining features included taking his readers on a ride through the blistering heat of the Australian outback in a 100-tonne road-train hauling explosives, a historical journey along the M4, and a visit to Santa in Finland in a zero-emission Renault truck.
Highly Commended: Jack Carfrae, Trinity Francis
Genesis Award for Automotive Technology Journalism
Recognising writing showing engineering excellence for technical audiences, while proving easily accessible to non-specialists, this award was presented by Genesis Head of Marketing and PR Mark Griffiths to Robert Marshall.
Robert’s Battery Electric Vehicle feature tackled a complex subject in a way that was clear, engaging and accessible for technicians at all levels. The judges were impressed with his understanding of the audience – many of whom have ADHD – and the way that the layout, structure and images were used to keep readers captivated.
Highly Commended: Jack Carfrae, Neil Kennett
Gordon Bruce Classic Writer of the Year sponsored by Hampson Auctions
This award went to Nathan Chadwick for a compelling feature on the gestation of the Dodge Viper, including an interview with Roy Sjoberg, chief engineer and product manager. His tale appealed to both those who already know something of the story and casual readers with a general interest in classics.
Nathan received his award from Marilyn Bruce, wife of the late and greatly-respected supporter of the Guild Gordon Bruce, and Managing Director of Hampson Auctions Zach Hamilton.
Highly Commended: Charlie Calderwood, Sam Dawson
Prodrive Motorsports Cup
This award, recognising an outstanding achievement by a Guild member reporting on motorsport at any level, is one of the most popular awards and this year required photographer Jakob Ebrey to pause his coverage of the evening to receive the Award from Prodrive CEO David Richards CBE.
Jakob and his team created a stunning visual account of a year in the life of Silverstone, ranging from an icy New Year’s Day through the British Grand Prix in July to a memorial service for ‘Silverstone’ Syd Herbert – a comprehensive record that captures the spirit of a national treasure.
Highly Commended: Jonathan Noble, James Taylor
Prova PR Business Writer of the Year
Supported by its founding sponsor for many years, the judges for this award looked for a clarity of writing and well-researched articles, both of which this year’s robust entry list provided.
Prova PR founder Richard Postins presented the award to BBC Business Correspondent Theo Leggett. Writing about business issues for a general audience can be tricky, and the judges considered that Theo does well to satisfy those learning about the automotive sector as well as industry insiders with expert knowledge. He delivered strong pieces that combined in-depth knowledge with high-level comment, delivering great storytelling.
Highly Commended: Jonathan Manning, Aimée Turner
RAC EV Journalist of the Year
The judges were looking for a single article specifically related to the use of EVs (electric vehicles) that was informative, innovative and entertaining, and it went to a serial award winner, Jack Carfrae.
Unfortunately Jack was unable to get back to the UK to collect his award, so it was accepted on his behalf by Guild Chair Simon Harris from RAC Senior Press Officer, Rod Dennis.
Highly Commended: Mark Bursa, Aimée Turner
Subaru Motorsport Photographic Award
This always hotly contested award was presented by the brand’s PR Manager Brian Wheeler to Drew Gibson.
Drew’s images included exceptional use of natural light effects, helping to tip the balance in his favour and win him a fourth award in a highly-competitive category.
Highly Commended: Will Broadhead, Jakob Ebrey
Suzuki General Photographic Award
The General category of the Photographic Awards this year welcomed a new sponsor in Suzuki. As with the Motorsport Award exceptional quality was the order of the day, with two new Guild members making the shortlist.
In the end, however, previous winner Matt Howell was victorious with his submission offering fascinating perspectives and the feeling of speed, and he received his award from Suzuki GB Press & PR Manager Jessica Grimditch. It was Matt’s third success in the category and came 10 years after his second, demonstrating that you should never give up entering…
Highly Commended: Max Edleston, Aston Parrott
Toyota Young Writer of the Year
Continuing and much-valued support by its sponsor allowed the Guild to open this Award to both Guild and non-Guild members under the age of 30, and the judges looked for articles that exhibit a combination of thorough research and well-crafted journalism.
Toyota Head of PR Charlie Holcomb presented the Award to Yousuf Ashraf. Writing for Evo, Yousuf uses language well to paint a picture and evoke a mood, and he especially provides great descriptions of locations. The judges highlighted how his use of analogy to help explain situations, such as: “turning up your mouse to maximum sensitivity” helps with the vivid descriptions.
Highly Commended: Dino Buratti, Alex Wolstenholme
Hagerty Award for the Montagu of Beaulieu Trophy
Catering exclusively for books, this is one of the Guild’s blue riband awards and open to both Guild members and non-members alike.
John Mayhead from the sponsor Hagerty Classic Car Insurance and Robert MacGregor, Chair of the National Motor Museum Trust, presented the award, to Karl Ludvigsen for his remarkable Power Unleashed – Trailblazers who energised engines with supercharging and turbocharging.
The award represents a hat-trick for Karl who described his three-volume work as the culmination of a lifetime’s research. The book has already been named the Royal Automobile Club’s Book of the Year, and took the same accolade in the International Historic Motoring Awards. Karl was the first winner of the Montagu Trophy in 1972 and this year’s win is his fifth in the category, a record.
Highly Commended: John Brooks for Le Mans 2000-2009 – The Official History of the World’s Greatest Motor Race. Peter M. Larsen and Ben Erickson for Joseph Figoni – Le Grand Couturier de la Carrosserie Automobile
Sue Baker Journalist of the Year
Recognising the very best in motoring Journalism, the Journalist of the Year Award is named in memory of former Guild Chair and renowned motoring media personality Sue Baker, and chosen from the winners of the other awards on the night – the judging panel carefully assessed the winning entries, placing an emphasis on initiative and endeavour.
This year’s winner was Will Shiers, collecting his third award of the evening, which was presented by Tim Bowdler, head of sponsor loop and Guild Chair Simon Harris.
Guild of Motoring Writers and Women on the Move Against Cancer (WOMAC) Award for Fundraising
Now in its second year, this Award is open to Guild and non-Guild members alike and presented to a member of the automotive media, or an automotive media organisation making a significant endeavour in fundraising for charity.
The Award this went to Jeff Bloxham, for his work on behalf of the Lullaby Trust. Jeff and his wife Alison were affected by personal tragedy in 1987 following the loss of their daughter to SIDS (Sudden Infant Death Syndrome).
He subsequently became a dedicated fundraiser for the Lullaby Trust, while Alison offered support to grieving parents as a ‘befriender’. Jeff has raised more than £40,000 over the years through fundraisers and charity events supported by the motoring community.
Jeff and Alison received the Award from WOMAC committee member Amanda Gibson, Oliver Rowe of Award sponsor Imprimatur, and Guild Chair Simon Harris.
Highly Commended: Southern Group of Motoring Writers, Worshipful Company of Coachmakers and Coach Harness Makers of London
Guild Special Contribution to Motoring, sponsored by Kia
This Award was presented by Guild Chair Simon Harris and Daniel Sayles, head of Press and PR at sponsor Kia UK, to David Ward. Described as a true visionary whose commitment to vehicle safety has saved countless lives globally, David was a founding board member of Euro NCAP in 1996, the world’s first consumer safety rating programme.
Euro NCAP has been key to reducing road traffic fatalities across Europe and David’s impact has extended globally as President of Global NCAP. He tirelessly campaigned against ‘zero-star cars’ in emerging markets. His #NoZeroStarCars campaign became a worldwide rallying cry.
Now President Emeritus, David is an architect of change. The standards he set have fundamentally altered the direction of the industry for the better, making him a truly deserving winner of this award.
Guild Diversity Award
Honouring an organisation in the automotive sector that has excelled in promoting Diversity, Equity, Inclusion and Belonging, this Award was presented to Bentley Motors for the company’s sustained, holistic, and deeply embedded commitment to an inclusive culture.
Bentley has moved beyond superficial efforts, integrating diversity into the very fabric of its business. Its Beyond100 strategy understands that a diverse workforce is fundamental to innovation and long-term success.
Significant strides made have included actively promoting women into senior leadership and establishing powerful employee-led networks for various groups. Furthermore, Bentley invests heavily in community outreach to encourage young people from all backgrounds to pursue STEM careers.
Emma Humphries, Head of Bentley Diversity, Equity, Inclusion and Belonging, received the Award from Guild Chair Simon Harris.
Sadly the now seemingly endless length of the international motorsport season prevented the winners of our motorsport prizes joining members at the dinner. Oliver Rowland, winner of the Driver of the Year, is beginning the defence of his inaugural FIA Formula E World Championship in Brazil. Rider of the Year Harry Hemingway is gearing up to try and add the senior class of the World Trials Championship to his Trial3 and Trial2 titles over the last two years.
Jonathan Rea OBE, winner of the Guild Outstanding Achievement in Motorsport category after a storied career netting six consecutive World Superbike titles, expressed his major disappointment at not being able to be at the Dinner.
Finally Abbi Pulling, named the winner of the Guild President’s Trophy following her remarkable success taking the F1 Academy title, was committed to simulator training in Paris with the Nissan Formula E team.
We will make efforts to ensure all receive their trophies at a later date.
A final surprise awaited at the end of the Awards when it was announced that the Guild was bestowing Honorary Membership on David Richards CBE, founder and CEO of renowned motorsport engineers Prodrive. A former World Rally Championship-winning co-driver, David is one of motorsport’s most influential figures, renowned for transforming Prodrive into a global powerhouse.
His distinguished career includes leading Formula One teams such as BAR and Benetton, steering Aston Martin as Chairman, and chairing Motorsport UK. Beyond his on-track successes, David is a previous winner of the Guild’s prestigious President’s Trophy and a long-standing supporter of our work. His unparalleled achievements and continuous support for the Guild and the wider industry make him a truly deserving Honorary Member.
