Norwich Union, Aviva's UK insurance brand, has launched a new online motor insurance product called Simple Cover which aims to offer comprehensive insurance stripped of extras in a bid to attract web bargain hunters.

Motorists making a claim can access the company’s claims teams, but as the cover is only available online the customer benefits from savings made on overheads, Norwich Union said.

Mark Godfrey, head of Norwich Union direct motor marketing, said: Easy and straightforward, Simple Cover is the perfect solution for time-poor, internet savvy motorists on the look-out for quality insurance at cheaper prices.