Rise of the ‘Vantrepreneur’: Britain’s van drivers swap pubs and fry-ups for padel and podcasts as ‘White Van Man’ gets a modern makeover

• Mercedes-Benz Vans reveals Britain's van drivers are giving the traditional ‘White Van Man’ stereotype a modern makeover, with 7 in 10 now identifying as entrepreneurs or business owners.
• Today’s van drivers are built differently; almost two-thirds believe they’re healthier than previous generations; 53% listen to business self-development podcasts between jobs; 40% make business connections through sport or fitness.
• Out go the pub, traditional fry-up and energy drinks - in come matcha tea, protein shakes and overnight oats - according to the research.
• Image matters more than ever to this generation - 8 in 10 say arriving in a smart, well-presented van helps build customer trust and believe the impression they make on arrival matters at least as much as their online presence.
• Cardiff business owner and mum-of-four Ruth Holland embodies the modern ‘Vantrepreneur’, winning new business playing padel, watching rugby, and training for her first marathon.
• The findings coincide with the launch of the new Mercedes-Benz Vito Sport-X, which combines practical working capability with distinctive styling and professional presence.

Forget doing deals over a pint. Britain's modern van drivers are built differently – swapping pubs for padel courts, tuning into business podcasts between jobs and embracing healthier lifestyles, as new research from Mercedes-Benz Vans reveals how the traditional ‘White Van Man’ is getting a modern makeover.

Dubbed ‘Vantrepreneurs’, this new generation of ambitious, business-savvy van drivers are challenging traditional stereotypes and redefining what it means to build a business from behind the wheel.

Nearly 30 years after the phrase ‘White Van Man’ was coined, research reveals seven in 10 (69%) UK van drivers now identify as entrepreneurs, business owners or aspiring business owners.

Almost two-thirds (64%) believe they lead healthier lifestyles than previous generations, while more than half (53%) listen to business, performance or self-development podcasts between jobs.

The padel court has also overtaken the pub as a place to make professional connections, with more than half (57%) of van drivers more likely to meet new contacts on the court than over a drink. Meanwhile, 40% have already made useful business connections through sport or fitness.

Even the traditional van driver's lunchbox is getting a makeover. More than a third (36%) would opt for a protein shake over an energy drink, while almost a quarter (23%) would choose a protein bar over a sausage roll. Almost a quarter (21%) favour matcha lattes over builder's tea and 18% would choose overnight oats over a bacon sandwich.

It comes 30 years after the ‘White Van Man’ term was coined by Sunday Times journalist, Jonathan Leake. The term went on to become synonymous with dirty vans, aggressive driving and unhealthy lifestyles, fuelled by cafe breakfasts and a rolled-up copy of a tabloid newspaper on the dashboard.

But it's not just how van drivers network and build their businesses that's changing. The vehicles they drive are becoming an increasingly important part of their professional image.

Nowadays, first impressions are being made before the tools even come out. Nine in 10 (90%) van drivers believe a clean van makes a positive impression on customers, while 84% say the same about its state of repair and 76% about its design or styling.

And it's not just about appearances. More than 8 in 10 believe safe, courteous driving (83%) and considerate parking (84%) help create a positive impression, highlighting how every aspect of their arrival can reflect on their business.

For many, that first impression can have a real commercial impact. Almost 8 in 10 (79%) van drivers see their vehicle as an extension of their business, while 83% believe arriving in a smart, well-presented van helps build trust with customers.

The research suggests that for today's business owners, a van is more than simply a way of transporting tools, stock or equipment. For many, it's a reflection of their professional standards and the impression they want to make on customers.

The findings come as Mercedes-Benz Vans launches the new Vito Sport-X, a UK-exclusive flagship version of the Vito Crew Van, combining established working capability with distinctive styling, technology and professional presence.

A new, fourth trimline based on the Vito SELECT, Sport-X adds distinctive exterior styling, upgraded interior materials and additional standard equipment, while retaining the practical capabilities businesses rely on every day.

The new Vito Sport-X is powered by a 190 PS 2.0-litre diesel engine paired with a 9G-TRONIC automatic transmission, producing 440 Nm of torque.

Bringing the ‘Vantrepreneur’ trend to life is Cardiff mum-of-four Ruth Holland, 53, who runs Cygnus Airconditioning alongside her husband Jamie. A keen padel player and runner, Ruth has won new business through sporting connections and is now training for her first marathon.

With five Mercedes-Benz vans, including the new Vito Sport-X supplied by Mercedes-Benz Vans Dealer Euro Commercials, Ruth believes the traditional image of van drivers is increasingly outdated.

Ruth said: “The traditional white van man stereotype is definitely outdated. We're a working company, but we like to look nice. Our engineers wear uniforms, our vans are well looked after and we take pride in how we present ourselves.”

Her colleague Craig Jones, 46, takes so much pride in his van that even his neighbours have noticed.

Craig said: “My neighbours normally buy me car shampoo and sponges for Christmas because they know I'm always outside cleaning the vehicles on a Sunday, rain or shine.”

Iain Forsyth, Managing Director, Mercedes-Benz Vans UK, said: “ Britain’s van drivers are built differently today. They’re ambitious, business-minded and increasingly conscious of how they present themselves, both on and off the road.

“For many, their van is more than just a tool for the job. It's an extension of their business and a reflection of the pride they take in their work.

“They want a vehicle that works hard for their business and feels comfortable to spend time in. Vito Sport-X brings that working capability together with the style and presence to reflect the pride owners take in what they do.”

Find out more at https://www.mercedes-benz.co.uk/vans/models/vito/sport-x/overview.html

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Customers can register their interest in the Vito Sport-X at https://www.mercedes-benz.co.uk/vans/forms/forms.html/new-vito-sport-x

Press information and digital services for journalists can be found on our Mercedes-Benz Media online platforms at
media.mercedes-benz.com (global) and media.mbvans.co.uk (UK).

Mercedes-Benz Vans in the UK at a glance
Mercedes-Benz Vans has been manufacturing commercial vehicles for 130 years and today offers an award-winning range of cargo and passenger vehicles. With a dealer and authorised repairs network spanning 93 sites, the brand has built trusted customer relationships dating back to 1974 - supporting the businesses and community heroes who keep the UK moving.

Built on a commitment to reliability and partnership, Mercedes-Benz Vans delivers when it matters most, because whether you’re on or off the road, we’ve got your back.

Notes to Editors:

Powertrain
The Vito Sport-X is powered by a 2.0-litre four-cylinder diesel engine producing 190 PS and 440 Nm of torque from 1,350 rpm. Paired with Mercedes-Benz’s 9G-TRONIC nine-speed automatic transmission, the Sport-X accelerates from 0-62 mph in 10 seconds.

Fuel economy (combined) is up to 38.7 mpg, with CO₂ emissions (combined) of 192-193 g/km.

Exterior design
The Sport-X features a bespoke front bumper with integrated splitter, alongside a redesigned front grille, side skirts and a body-coloured tailgate spoiler.

Additional exterior styling elements include gloss black mirror caps and door handles, Sport-X decals and badging, and 19-inch diamond-cut black alloy wheels in a five twin-spoke design.

Alpine Grey is available as standard, with Arctic White or six metallic paint finishes offered at no additional cost.

Interior specification
Inside, the standard three-seat front bench fitted to PRO and SELECT models is replaced by a two-seat layout with individual sport seats featuring redesigned bolsters, integrated headrests and a debossed Sport-X logo.

Front and rear seat upholstery combines black eco-leather with dark grey suede and orange contrast stitching, while branded floor mats are fitted front and rear.

Heated front seats.

Heated steering wheel.

C-D pillar panelling.

Centre console storage with wireless phone charging.

Standard equipment
In addition to the exclusive Sport-X features, the model also includes the standard specification fitted to Vito Crew van SELECT models, including:

• Apple CarPlay and Android Auto
• TEMPMATIC semi-automatic air conditioning
• Enhanced ambient lighting, including footwell and liftgate lighting
• Parking package with reversing camera
• Chrome interior appointments package
• Active Brake Assist
• Blind Spot Assist
• ATTENTION ASSIST
• Active Lane Keeping Assist
• Intelligent Speed Assistant
• Security and theft protection

Sport-X is fitted with double-locking and the Anti-Theft Protection Package, including the Anti-Theft Alarm System (ATA), interior monitoring with PIR sensors, tow-away protection and interior protection deactivation for use when pets or passengers remain inside the vehicle.

GUARD 360° digital tracking and emergency key deactivation are also available. Load space and towing

The Vito Sport-X is initially available as a 5-seater crew van in L2 and L3 body lengths.

Payload is 556 kg for L2 and 733 kg for L3 length, with load volume of 3.6 m³ and 4.1m³ respectively.

The vehicle seats up to four passengers plus the driver, while the removable rear bench allows additional cargo space when required.

Sport-X offers towing capacity of 2,000 kg, with the option to increase capacity to 2,500 kg.

Ownership and warranty

Every Vito Sport-X includes Service: 24 - providing flexible servicing and maintenance, flexible ways to pay and save, 3-year unlimited mileage warranty and free breakdown cover & roadside assistance.

Cover is backed by Mercedes-Benz’s three-year manufacturer warranty and 24/7 MobiloVan roadside assistance, which applies across the UK and Europe.

MobiloVan is included free of charge during the warranty period and can then be renewed annually at no additional cost when the vehicle is serviced by an authorised Mercedes-Benz Vans dealer or repairer, for up to 30 years from first registration.

Payload calculations and variations
Payload is calculated by subtracting the actual vehicle mass from the vehicle’s maximum permissible weight.

About MobiloVan
MobiloVan is Mercedes-Benz Vans’ complimentary 24/7 roadside assistance programme, provided as part of the brand’s Service24 commitment. It applies to all Sprinter, Vito and Citan vehicles first registered in the UK on or after 1 October 2012, and covers breakdowns anywhere in the UK and mainland Europe.

Cover is included for three years from first registration, with no requirement on where the vehicle is serviced during that period. Beyond the three-year warranty, MobiloVan is renewed automatically from service to service, for up to 30 years from first registration, provided the vehicle is serviced within the Mercedes-Benz Vans dealer network and the next service is not overdue.

MobiloVan covers three types of scenario:

• Technical breakdown or starting problem – where the vehicle is immobile due to a technical failure or where continuing to drive would be unsafe or illegal

Minor mishap or driver error – including lost or locked-in keys, two or more flat tyres, wrong fuel, out of fuel, road traffic accident, vandalism, attempted theft, theft of parts, and

• running out of electric charge
• Workshop visits for warranty repairs over two hours – where the vehicle is driven into a Mercedes-Benz workshop for warranty work taking longer than two hours

Services include roadside attendance and minor non-warranty repairs, recovery to a Mercedes-Benz workshop where a roadside fix is not possible, onward travel, replacement vehicles and overnight accommodation, subject to programme terms.

Full terms and conditions are available at www.mbvans.co.uk/mobilovan.

In the event of breakdown or accident, MobiloVan can be reached 24/7 on 00800 3 777 77 77 or +44 (0) 207 660 9991.

About Uptime Promise:
The Mercedes-Benz Vans Uptime Promise reflects our commitment to keeping businesses moving by shifting services from reactive repair to proactive prevention. Bringing together connected vehicle technology, predictive maintenance, nationwide servicing support and roadside assistance, it is designed to identify potential issues before they become breakdowns, helping customers reduce downtime and keep their vehicles on the road.

Inspired by the aviation industry's preventative maintenance approach, Uptime Promise combines vehicle data, expert support and long-term ownership services to deliver greater confidence throughout the lifetime of a van.

Sources:
All polling figures, unless otherwise stated, are from two separate surveys of 1,001 van drivers and 1,000 business leaders at businesses that use vans, conducted on behalf of Mercedes-Benz Vans by Censuswide between 20–26 October 2026 and 21–26 October 2026, respectively. Respondents were aged 18+ and based across the UK, representing a range of industries and business roles.

Censuswide is a member of the Market Research Society (MRS) and British Polling Council (BPC) and adheres to the MRS Code of Conduct and ESOMAR principles, ensuring research is conducted in accordance with recognised industry standards.

Other findings:
***Social media is also playing a role in building businesses, with 52% saying a recognisable personal brand has helped attract new customers and more than a quarter (27%) generating work through social platforms.