Simon Plant, 42, of Findern, South Derbyshire, pulled a rope attached to 14 Ford Fiestas, weighing 20 tonnes combined, at Motorpoint in Derby, earlier this week.
He pulled the cars over a distance of 18 feet and two inches, breaking the previous record of pulling 12 cars over 15 feet, 'derbytelegraph.Co.Uk' reported.
Plant said this was his third attempt at the world record.
"I wasn't going to give up. We all have goals in life and if you keep pushing and pushing you'll get there. It was a tough challenge but thankfully it was a case of third time lucky," Plant said.