A new motor insurance company was launched today by the man who founded Direct Line. Called esure - it's lower case, of course - it is part of the Halifax bank group and claims it will be able to offer its target market of "careful drivers" savings of up to 30%, writes Rupert Jones.

The venture is the result of a £150m investment by the Halifax and to start with it will be telephone-based, with an internet service due by the end of the year.

The new company will target those people with good driving and claims records who have been "paying too much for too long and subsidising those less careful drivers on our roads".

It says it will offer premi ums up to 30% cheaper than those offered by competitors and, unlike some of its competitors, it will provide a free courtesy car.

However, esure won't be providing cover for "very, very powerful cars" and also won't be insuring males under 21 and females under 19.

While it's clearly worth putting esure's bold words to the test, those people looking for a quote would also be advised to log on to one of the online insurance broking services that allow you to type in your details and get the best price from a panel of insurers.

1st Quote, AA Insurance Services and Egg Insure all allow people to get a quick quote.