Louise Cole wins Guild of Motoring Writers Award, sponsored by AlcoSense

AlcoSense was delighted to support this year’s Guild of Motoring Writers Awards — the longest established and most prestigious honours in automotive media — which recognise excellence across motoring editorial by both Guild members and non-members.

We sponsored the Campaigning for Motoring category, which celebrates journalism that seeks to improve the lives of all road users, from road safety and electric vehicles to road maintenance and environmental issues.

Winner: Louise Cole

The judges selected Louise Cole for her long‑form book that helps fleet managers better support drivers’ wellbeing. Approved by specialist clinicians, charities and academics, her work stood out for its depth, practicality and potential to make a meaningful difference across the industry.

Presentation

Louise received her award at the Guild’s annual dinner, held at the Royal Automobile Club in Pall Mall, London, on 4 December, presented by AlcoSense Managing Director, Hunter Abbott.

Runners‑up

• Trinity Francis for three wide‑ranging features published in Roadway, UK Plant Operators and Commercial Motor
• Jack Carfrae for a series of features in Transport News

Why we sponsored Campaigning for Motoring

As a company dedicated to helping drivers make safer choices, AlcoSense believes high‑quality, evidence‑based journalism has a direct impact on motoring for everyone. We sponsored this award because campaigning writing:

• Improves road safety: Clear, accurate reporting raises awareness of risk factors — such as impairment and distraction — and helps inform better behaviours behind the wheel.
• Supports informed policy and infrastructure: Thoughtful analysis and investigations encourage decision‑makers to invest in safer roads, effective maintenance, and practical EV infrastructure.
• Champions driver wellbeing: Coverage that highlights mental health, fatigue, and workplace pressures empowers fleets and individual drivers to take proactive steps that reduce incidents.
• Accelerates positive change: Persistent, well‑researched campaigns help move good ideas from headlines to standards, guidance and everyday practice.

In short, great motoring journalism doesn’t just tell the story; it helps make the roads safer, cleaner and more efficient for all.

About the Guild of Motoring Writers

The Guild of Motoring Writers is a professional association representing automotive media across print, digital and broadcast. It supports high standards in reporting, provides networking and development opportunities for members, and celebrates outstanding work through its annual awards programme. The Guild’s community includes journalists, authors, photographers and content creators who cover everything from road safety and consumer issues to engineering, motorsport and sustainability.

About the Royal Automobile Club, Pall Mall

The Royal Automobile Club is one of the UK’s most historic motoring institutions and private members’ clubs, with its London clubhouse on Pall Mall renowned for hosting notable automotive events and celebrations. Its elegant rooms and heritage make it a fitting setting for recognising excellence in motoring journalism and the wider contribution of the media to safer, smarter mobility.

AlcoSense is proud to recognise work that makes a tangible difference to road users. Congratulations to Louise Cole, and well done to Trinity Francis and Jack Carfrae for their outstanding contributions.