I’ve been in marketing for 20 years now, almost half of that in radio, the big chunk deep in the automotive industry. But I’ve always been and always will be a car enthusiast.
Safe to say, I’ve seen the way we talk about cars shift big time. The rides have changed, but so has the way we hype them, show them off, and tell their stories.
After attending more brand events than I can count, I’ve started noticing something that not a lot of people talk about.
There’s this quiet divide that’s been growing. Somewhere along the way, it feels like we stopped celebrating the why behind what we do, and got too caught up in the who’s-who of the crowd.
Some will say I’m stepping on toes. Others might say, “Finally, someone said it.” So here we go.
I’ve watched media transform from studio microphones and printed press kits to handheld gimbals and influencer collabs. I’ve worked with traditional broadcasters, sat across the table with personalities, and helped launch brands/vehicles through both live events and livestreams.
And one thing is clear: the automotive media landscape has never been more diverse or more exciting.
Traditional Media: The Classics Never Die
Print magazines, newspapers, radio and broadcast TV were once the undisputed leaders of car culture.
With thorough testing, long-form articles, and deeply researched pieces, traditional outlets built trust over decades. Their writers often have industry access and technical backgrounds, giving them authority.
But the digital age changed the game. Audiences shifted their attention spans, and their screens.
While traditional media adapted (with websites, YouTube channels, and social feeds), their legacy format sometimes struggles to compete with faster, more casual content creators.
Key Opinion Leaders: The Industry Insiders
Key Opinion Leaders (KOLs) live in the middle ground. They’re not necessarily journalists, but they’re not just doing it for the likes, either.
Think of them as subject matter experts, from engineers, race drivers, and tuners to long-time enthusiasts with deep credibility in a particular niche.
They might not have a million followers, but when they speak, people listen. Their takes often bring technical depth or unique perspective, and they’re often respected by both legacy journalists and younger creators alike.
Influencers: Fast, Flashy, and First-Person
Influencers have redefined what it means to “review” or “showcase” a car. Platforms like YouTube, Instagram, and TikTok gave rise to a new breed of voices; relatable, authentic, and often personality-driven.
From cinematic vlogs to real-world ownership diaries, influencers offer immediacy and entertainment that many traditional outlets can’t match.
Of course, they face criticism too for being too commercial, too inexperienced, or more interested in brand deals than truth.
But for a huge audience, these creators are the first stop for car culture, inspiration, and even purchase decisions.
Can’t We All Just Shift Gears?
Here’s the truth: all three groups can and should learn from each other.
Traditional media can benefit from the relatability and agility of influencers, making their content more accessible and dynamic.
Influencers can learn journalistic discipline, fact-checking, testing rigor, and ethics from seasoned pros.
KOLs? They bridge the gap beautifully. With their depth and direct connection to communities, they’re well-positioned to partner across the spectrum.
Instead of fighting for dominance, the smartest creators and outlets are collaborating.
Legacy journalists appear on podcasts hosted by YouTubers. Influencers cite KOLs to back up their claims. Automakers invite all three to the same press events.
There’s Room for Everyone
The automotive world is huge. From supercars to hybrids, off-roaders to EVs, there’s no one-size-fits-all voice. And that’s a good thing.