Drivers are set to take greater control of their motor insurance and save up to one third on their premiums with the launch of “Pay As You Drive”™ insurance from Norwich Union.

Norwich Union has been trialling the service since 2004, when a pilot of 5,000 motorists was launched.

Using driving data from the pilot scheme, the UK's largest insurer has developed “Pay As You Drive” insurance, the first policy to help motorists control the cost of their insurance by making informed choices about when, where and how often they use their car. Pricing for “Pay As You Drive”™ insurance begins from as little as a penny per mile.