Not A Guru Ltd is a UK-based media and content company creating engaging video and written content for automotive and lifestyle brands.
Through our own YouTube channels, including DefinitelyNotAGuru, AnotherOverdrive and JetsetJimbo, we produce authentic, audience-focused video content designed to inform, entertain and deliver genuine value on a “consumer first” basis.
Alongside our own channels, we provide professionally written content for a number of third-party clients, drawing on a trusted panel of experienced journalists who have written for some of the industry's leading publications and websites. This gives our clients access to knowledgeable, credible writers who understand both the automotive sector and how to create content that people actually want to read.
Interested in finding out more?
Freelance contributors
Alongside our regular writers, we have an increasing number of opportunities for freelance automotive journalists and contributors. If you’re interested in contributing written or video-led editorial content and think you’d be a good fit for our honest, consumer-first approach, feel free to get in touch via our contact page.
Meet the Team
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Jim Starling
AUTOMOTIVE JOURNALIST, FOUNDER & DIRECTOR
Jim Starling is an automotive journalist and the founder and director of DefinitelyNotAGuru (Not A Guru Ltd), a UK-based automotive media outlet that publishes editorial content across multiple digital platforms.
Through regular news coverage, honest car reviews, plain-English explainers, and consumer-focused analysis, Jim’s work puts real-world car buyers and drivers first.
While Jim has always loved cars, his passion lies less with the exotic and more with the everyday vehicles most people genuinely buy, lease, and drive. Family cars, company cars, budget buys and EVs — if it matters to consumers, it matters to Jim.
Jim is also co-host of the Charging Status EV Podcast, which was, improbably, Finland’s number one automotive podcast for a time, for reasons still not fully understood.
Jim is a member of the Guild of Motoring Writers, the National Union of Journalists, and the Western Group of Motoring Writers
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Graeme Cobb
LEAD WRITER - NOTAGURU.CO.UK
Graeme Cobb is an automotive writer with a long-standing enthusiasm for cars and a particular interest in electric vehicles. He shares DefinitelyNotAGuru’s consumer-first, “honest-first” editorial approach, with a focus on clear, practical insight for everyday drivers.
Graeme contributes editorial content on a voluntary basis, driven by genuine interest in the subject and a desire to help readers make better-informed decisions. His work reflects a strong understanding of the UK car market, particularly around EVs, value, and real-world ownership.
Alongside his written contributions, Graeme regularly discusses new car deals and industry developments across automotive communities and occasionally appears in video and podcast content related to electric vehicles and consumer motoring topics.
You can also catch up with Graeme over at REV-EV.
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Alex Lowe
AUTOMOTIVE JOURNALIST & CONTRIBUTOR
Alex Lowe is an automotive journalist best known for his work with The Interface, where he delivers insightful, well-structured reporting and commentary on the latest developments in cars and automotive technology.
Alex’s writing combines technical knowledge with clear communication, helping readers understand the implications of new models, industry trends, and technology advances. His work focuses on real-world ownership, user-centric perspectives, and practical analysis that resonates with drivers and enthusiasts alike.
In addition to his contributions to The Interface, Alex is a regular contributor to DefinitelyNotAGuru, where he collaborates on editorial content, reviews, and analysis that inform and educate a broad audience of car buyers and automotive followers.
Alex is a member of the Western Group of Motoring Writers.
Example Videos
Here’s a small selection from the back catalogue
New Car Discounts
Mini Cooper Electric UK Launch
Geneva Motor Show
