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Direct Line Under Attack

Added - 24/07/2007

It seems the recent advertising campaign undertaken by car insurance giants Direct Line has gotten the backs up on most of the price comparison players.

Direct Line have taken it upon themselves to fight the emergence of the insurance aggregators companies by releasing a wave of adverts including TV advertisements claiming that the insurance aggregators companies are just middlemen who are promoting cut price insurance products stripped of the basic essentials that are important to the motorists needs.

Direct Line believe that the years of effort that have been put into establishing healthy relations with British motorists by providing quality insurance packages with vital extras has been compromised by the new business model. In typical response major aggregators such as confused.com have come back hard with claims against Direct Line that they are promoting themselves as one of the UKs top and cheapest insurers when in fact they cannot prove that point with substantial evidence.

It appears the car insurance challenge is going to continue for some time with arguments passing between each party in fashion responding tit for tat.

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