The Influencer & Media Angle
How YouTubers Like Doug DeMuro Changed Car Reviews Forever.
Before YouTubers like Doug DeMuro, car reviews in magazines were about performance data and subjective driving feel. Doug changed the game by focusing on the “quirks and features.” He would spend 30 minutes showing you every strange button, hidden storage compartment, and interesting design detail. This new, incredibly thorough format catered to how people actually research cars online. He proved that a review could be both deeply informative and entertaining, and his success completely reshaped the automotive media landscape, forcing everyone to become more detailed.
The “Press Car” Secret: How Journalists Get to Drive These Cars (and the Rules They Follow).
I worked as a car journalist and got to drive “press cars.” These are vehicles owned by the manufacturer and loaned to media members for review, typically for one week. The car is delivered to your house with a full tank of gas. The unspoken rules are simple: you are responsible for any tickets or damage, you must return it clean, and you are not allowed to modify it or take it on a racetrack unless it’s a specific track event. It’s a system built on trust that allows for independent reviews.
I Tried to Film a Car Review. It’s Harder Than it Looks.
My friend and I tried to film a review of his car. It was a disaster. We spent an hour just trying to get the microphone to work properly and avoid wind noise. Finding a quiet, empty road for the driving shots was a challenge. I kept flubbing my lines and forgetting the car’s specs. After four hours of shooting, we had about five minutes of usable, shaky footage. It gave me a profound respect for the skill, planning, and editing that goes into making a professional-looking 10-minute car review.
The Most Overused Words and Clichés in Car Reviews.
After watching hundreds of car reviews, I’ve noticed the same clichés over and over. Every sports car “handles like it’s on rails.” The steering is always “telepathic.” A fast car has “brutal” or “neck-snapping” acceleration. A luxury car’s ride is a “magic carpet.” And every review seems to end with the question, “So, would I buy one?” While these phrases are descriptive, they have become such overused tropes that they have started to lose their meaning in modern car journalism.
How Much Do Car YouTubers Actually Make? A Financial Breakdown.
A successful car YouTuber with a million subscribers told me about their income streams. The main source is the YouTube AdSense revenue from ads played on their videos, which can be several thousand dollars a month. A bigger piece of the pie is sponsored content, where a brand pays them to feature a product, like a car wax or a mobile game, in their video. They also make money from selling their own merchandise (t-shirts and hats) and from affiliate links to products they recommend. It’s a diverse business, not just ad money.
The “Car Influencer” Starter Pack: The Gear You Need.
My nephew wanted to become a car influencer. I told him he needed a few key pieces of gear to start. First, a good quality mirrorless camera with a versatile lens, like a Sony A7 series. Second, a wireless microphone system to get clear audio without wind noise. Third, a small, portable gimbal to get smooth, cinematic walking shots around the car. Finally, a decent drone for those epic, sweeping aerial shots. This starter pack of gear is the foundation for creating professional-looking content.
The Most Controversial and Biased Car Reviews of All Time.
In the 1980s, Consumer Reports famously claimed the Suzuki Samurai was prone to rolling over. This single, controversial review devastated the car’s sales and reputation in the US, even though other publications disagreed. Another example is the constant debate around Tesla’s “Full Self-Driving.” Some tech reviewers praise it as revolutionary, while many traditional automotive journalists and safety experts criticize it as dangerously misleading. These reviews highlight how a single, powerful voice can shape public perception, for better or worse.
The Decline of Print Magazines (Car and Driver, MotorTrend) in the Digital Age.
I used to love getting Car and Driver in the mail. Now, I mostly consume their content on YouTube and their website. This is the story of the decline of print. The internet offers instant news and video, which a monthly magazine can’t compete with. The advertising dollars that once supported print have now moved to digital platforms. While the legacy brands still exist and produce great content, their influence has waned as the primary source of automotive information has shifted from the mailbox to the smartphone.
How to Get a Press Pass for a Major Auto Show.
I wanted to attend a major auto show as press. I learned you can’t just show up. You have to apply online weeks in advance. The show’s organizers require you to prove you are legitimate media. I had to submit links to my published articles or my YouTube channel to show I had an established audience and produced quality content. It’s a vetting process designed to filter out the general public and ensure that the press passes go to actual working journalists and content creators.
The Unseen Work Behind a 10-Minute Car Video.
A popular YouTuber broke down his workflow for a single 10-minute review. It starts with a full day of shooting—four to five hours of driving shots and another three to four hours of detailed “walkaround” shots. Then comes the editing, which is the most time-consuming part. He spends 10-15 hours editing the footage, color grading it, mixing the audio, and adding graphics. That single, polished 10-minute video is often the result of over 20 hours of unseen, meticulous work.
The Most Authentic and Trustworthy Car Reviewers.
For me, the most trustworthy reviewers are the ones who are transparent and prioritize engineering over hype. Chris Harris, formerly of Top Gear, is a great example. He is a genuinely skilled driver who can articulate a car’s handling dynamics with incredible precision. Another is Jason Cammisa, whose deep knowledge of automotive history and engineering provides a level of context that is unmatched. They are trusted because their passion and expertise are obvious, and they are not afraid to criticize a car, regardless of the brand.
The “Rented Supercar” Phenomenon on Instagram and TikTok.
I see influencers on TikTok posing with a different supercar every day. A friend who owns an exotic car rental company told me that many of these influencers are his best customers. They will rent a Lamborghini for a single day for about $2,000. They then spend the entire day creating a month’s worth of content—dozens of short videos and photos—with the car. It creates the illusion of a lavish lifestyle and an endless garage, while in reality, it’s a carefully managed business expense.
The Most Famous Automotive Photographers and Their Signature Style.
Some automotive photographers are true artists with a signature style. Larry Chen is famous for his dramatic, action-packed photos from motorsport events like Pikes Peak. Amy Shore, from the UK, has a beautiful, soft, and nostalgic style, often shooting classic cars in beautiful, rural settings. Her photos feel timeless. And Huseyin Erturk is known for his clean, minimalist, and perfectly lit studio photography that makes cars look like pieces of modern sculpture.
The “Top Gear” Effect: How a TV Show Shaped a Generation of Car Lovers.
The original Top Gear with Clarkson, Hammond, and May was more than a car show; it was a cultural phenomenon. It combined stunning cinematography, hilarious challenges, and genuine camaraderie. It wasn’t afraid to be subjective and emotional about cars. The show taught a whole generation that cars are not just appliances, but sources of adventure, humor, and passion. Its global success elevated car culture from a niche hobby into mainstream entertainment and inspired countless people to become car enthusiasts.
The Most Common Mistakes New Car Vloggers Make.
The most common mistake I see new car vloggers make is bad audio. They will use the camera’s built-in microphone, which results in terrible wind noise. A simple external microphone is the most important first investment. Another mistake is making the video too long and rambling. They fail to edit their content down to be concise and engaging. Finally, many new vloggers just copy the format of their favorite YouTuber instead of trying to find their own unique voice or angle.
The Best and Worst Automaker-Run YouTube Channels.
The best automaker YouTube channel is Porsche’s. They produce incredibly high-quality content, from beautifully shot documentaries about their history to deep-dive technical explanations of their new models. They understand how to be both informative and entertaining. The worst channels are often the ones that just post re-edited versions of their 30-second television commercials. They fail to create original, engaging content that is tailored for the YouTube platform and audience.
The Legal Risks of Filming High-Speed Driving for Social Media.
An influencer I follow posted a video of himself driving at very high speeds on a public highway. A few weeks later, he posted a video from his lawyer’s office. The police had used his own video as evidence to charge him with reckless driving. He learned a hard lesson. Filming yourself committing a crime and then publishing it on the internet is a very efficient way to get arrested. There is a huge legal risk involved in trying to create exciting high-speed content on public roads.
The Most Influential Car Blogs and Forums.
Before social media, blogs and forums were the heart of the car community. “Jalopnik” was one of the most influential blogs, known for its irreverent tone and its focus on weird and interesting car culture stories. For technical information, forums are still king. “Rennlist” for Porsche owners and “Bimmerpost” for BMW fans are massive communities with an incredible depth of knowledge. These platforms created a space for enthusiasts to connect and share information long before Facebook or Instagram existed.
How a Single Viral Video Can Make or Break a Car’s Reputation.
When the new Toyota Supra was released, a video from a popular tuning shop showed that with a simple software tune, the engine could produce significantly more horsepower than advertised. That single video went viral. It instantly established the new Supra’s reputation as a “tuner-friendly” car and dramatically increased its appeal within the enthusiast community. A single, powerful video can have a much greater impact on a car’s perception than millions of dollars in traditional advertising.
The Best Automotive Podcasts for Every Type of Enthusiast.
For my daily commute, I have a rotation of car podcasts. For a laugh and some great car stories, I listen to “The Smoking Tire Podcast.” For deep dives into the business and history of the auto industry, NPR’s “Planet Money” did a fantastic series on the car market. And for a more technical, engineering-focused discussion, “The Carmudgeon Show” with Jason Cammisa and Derek Tam-Scott from Hagerty is brilliant and insightful. There is a great podcast for every possible automotive niche.
The Power of a Good Thumbnail and Title.
In the world of YouTube, the thumbnail and title are everything. I saw a video with the title: “I BOUGHT THE CHEAPEST FERRARI IN THE COUNTRY.” The thumbnail was a picture of the YouTuber with a shocked expression next to a broken-down car. It was irresistible. A good thumbnail and title create curiosity and a sense of drama. They have to tell a compelling story in a single image and a few words. Often, the quality of the thumbnail is more important than the quality of the video itself for getting clicks.
The Most Effective (and Deceptive) Marketing Tactics Used by Car Brands.
One of the most effective marketing tactics is the “promotional” lease deal. A car brand will artificially inflate the residual value of a car and offer a low interest rate, which creates a very attractive, low monthly payment. The most deceptive tactic is when a car is advertised with a low starting price, but that base model is a “unicorn”—it’s almost impossible to find on a dealer lot. All the available cars are loaded with expensive option packages.
The “Embargo”: Why All Reviews for a New Car Drop on the Same Day.
When a new car is launched, the manufacturer will fly journalists out for a press event. They all get to drive the car at the same time. However, they have to sign an agreement called an “embargo.” This is a legal promise not to publish their review until a specific date and time set by the manufacturer. This is why you see all the reviews for a hot new car drop on YouTube and websites at the exact same moment. It creates a coordinated media blitz.
The Most Ridiculous “Sponsored Content” Segments in Car Media.
I was watching a car review, and the host suddenly stopped to talk about a mobile video game that had nothing to do with cars. This is “sponsored content.” The most ridiculous one I’ve seen was a supercar reviewer who did a segment promoting a brand of men’s razors. While sponsorships are necessary to fund content, the best influencers integrate them seamlessly and authentically. The worst are jarring, irrelevant, and feel like a desperate cash grab that insults the audience’s intelligence.
The Best Car-Related Documentaries on Netflix and Amazon Prime.
If you’re looking for a great car documentary, “Senna,” about the legendary Formula 1 driver, is a masterpiece of storytelling. “The 24 Hour War,” which details the Ford vs. Ferrari rivalry at Le Mans, is another fantastic watch. And the Netflix series “Formula 1: Drive to Survive” has done more to popularize motorsport in America than anything else in the last 20 years. It’s a brilliantly produced, drama-filled look behind the scenes of the F1 world.
The Most Common Complaints About Modern Car Reviews.
The biggest complaint I hear is that many modern reviews feel like glorified spec-sheet readings. The reviewer just lists the features without providing any real insight or opinion. Another common complaint is the lack of criticism. Many reviewers seem afraid to say anything negative about a car, likely for fear of losing access to the manufacturer’s press cars. The lack of honest, critical analysis can make many reviews feel like extended advertisements.
The Future of Car Media: AI, VR, and Interactive Reviews.
The future of car media will be more immersive. I imagine using a VR headset to take a “virtual” test drive of a car from my living room. I can see AI-powered tools that allow you to “build” a car in a photorealistic 3D environment and see how different colors and wheels look in different lighting conditions. Reviews will become less about a person talking to a camera and more about creating interactive, personalized experiences that allow the viewer to explore the car for themselves.
The Most Successful “Pivots” from Print to Digital Media.
The most successful pivot from print to digital is MotorTrend. They didn’t just put their magazine online. They created the “MotorTrend On Demand” subscription service, which is like a Netflix for car lovers. They produce their own high-quality shows, like “Roadkill” and the revived “Top Gear America.” They understood that the future was not in text, but in video, and they successfully transformed their legacy print brand into a modern digital media powerhouse.
How to Build a Following as a Car Spotter on Instagram.
My friend is a successful “car spotter” on Instagram. His secret is consistency and quality. He posts high-quality photos every single day. He focuses on a specific niche—he only posts classic cars. He uses relevant hashtags to reach a wider audience. He also engages with his followers, responding to comments and messages. He told me the key is not just to post pictures of cool cars, but to build a community around a shared passion.
The Most Famous Automotive “Feuds” Between Media Personalities.
The most famous feud was between the hosts of Top Gear and the government of Argentina. During a special episode, the hosts drove cars with license plates that were seen as a reference to the Falklands War, which led to them being chased out of the country by an angry mob. Another famous, albeit more friendly, rivalry is between the different automotive publications as they compete to set the fastest lap times at tracks like Virginia International Raceway during their annual track tests.
The “Car Reviewer Scorecard”: Comparing Doug Score, Throttle House, etc.
Different reviewers have their own scoring systems. Doug DeMuro’s “Doug Score” is heavily weighted towards daily usability and “quirks,” which is great for a potential buyer. The “Throttle House” reviews are more focused on the emotional and dynamic aspects of driving. And a classic magazine like Car and Driver uses a more objective, data-driven approach based on instrumented testing. There is no single “best” score; they simply represent different philosophies and priorities, and a smart buyer will look at all of them.
The Most Overrated Cars, According to the Media.
The media often hypes up cars that are not as great in the real world. The Toyota Supra is a great example. It got incredible reviews for its performance, but many owners have been disappointed by its BMW-sourced interior and lack of a unique character. Another one is the Land Rover Defender. It gets rave reviews for its style and off-road capability, but it is often criticized in long-term tests for its poor reliability and electronic glitches. Sometimes, the initial media hype doesn’t match the long-term ownership reality.
The Most Underrated Cars That Never Got Media Attention.
The Chevrolet SS was a fantastic, V8-powered sports sedan that received almost no media coverage or marketing from GM. It was a brilliant car that was completely ignored and subsequently failed. The Kia K900 is another. It’s a large, comfortable, V8-powered luxury sedan that offers a credible alternative to a Lexus LS for a much lower price, but it has been almost completely invisible in the automotive media landscape. These are great cars that were let down by a lack of media attention.
The Best Automotive April Fools’ Pranks from Brands and Media.
Automakers love a good April Fools’ prank. BMW once advertised a “canine repellant” feature that would send a small electric shock through the wheels to keep dogs away. Porsche announced a “rust” paint option for their new cars. My favorite was from Honda, who announced the “CR-V Roadster”—a two-seater, convertible version of their popular SUV. These pranks are a fun way for the brands to show a sense of humor and engage with their enthusiast community.
The Most Effective Way to Pitch a Car Brand for a Collaboration.
I have a friend with a successful YouTube channel. He told me how he pitches brands. He doesn’t just ask for a free car. He creates a professional “media kit” with his channel’s analytics—subscriber count, average views, and audience demographics. He then proposes a specific video idea that aligns with the brand’s marketing goals. By approaching them with a professional, data-driven business proposal rather than just asking for a handout, he has been much more successful in securing collaborations.
The Most Memorable “Challenge” Segments from Car Shows.
The old Top Gear was the king of the challenge segment. The most memorable for me was when they had to buy cheap, old British cars and drive them across Vietnam. The journey was filled with breakdowns, hilarious mishaps, and genuine adventure. Another great one was when they tried to build an amphibious car and cross the English Channel. These challenges were so brilliant because they were about more than just the cars; they were about friendship, humor, and the spirit of adventure.
The “Build Series”: The Most Engaging Type of YouTube Content.
The most engaging type of car content on YouTube is the “build series.” I was captivated by a channel that bought a wrecked supercar at auction and documented the entire process of rebuilding it over a year. Seeing the car transform from a pile of broken parts into a pristine machine is an incredibly satisfying journey to follow. It creates a long-term narrative that keeps viewers coming back week after week to see the progress.
The Most Beautifully Produced and Cinematic Car Videos.
For pure cinematic beauty, the old episodes of Top Gear set the standard with their sweeping aerial shots and beautiful slow-motion footage. In the YouTube world, the channel “Petrolicious” produces stunning, documentary-style short films about classic cars and their owners. They treat the cars like works of art. Their focus on beautiful lighting, storytelling, and sound design creates videos that are not just car reviews, but true pieces of automotive cinematography.
The Most Common Gear (Cameras, Mics, Drones) Used by Top Reviewers.
Most top car reviewers have converged on a similar set of gear. For their main camera, many use a high-end mirrorless camera like the Sony A7S III for its great video quality and low-light performance. For audio, a wireless lavalier microphone system, like the RØDE Wireless GO, is standard for getting clear dialogue. For aerial shots, a drone from DJI, like the Mavic 3, is the industry standard. And for smooth, in-car shots, they often use a GoPro camera mounted to a headrest.
The Most Cringeworthy and Inauthentic Car Content.
The most cringeworthy car content for me is the “supercar prank” video. This is where an influencer will use a rented Lamborghini to perform a fake “gold digger” prank or some other staged, inauthentic scenario. It’s content that uses the car purely as a prop for cheap, low-effort “social experiments.” It has nothing to do with a genuine passion for cars and is often disrespectful to both the viewers and the car itself.
The Best “Point of View” (POV) Driving Videos.
The best POV driving videos make you feel like you are actually in the driver’s seat. The channel “TheTopher” does this perfectly. He uses a high-quality camera mounted to his head and a set of binaural microphones that capture 3D audio. When you watch his videos with headphones, the sound is incredibly immersive. You can hear the engine noise, the click of the shifter, and the sound of the tires on the road as if you were there. It’s the closest you can get to a virtual test drive.
The Most Famous Anonymous Figures in Car Media.
For years, the identity of “The Stig,” the tame racing driver from Top Gear, was one of the biggest secrets in television. He was a completely silent, anonymous figure in a white racing suit who was only there to set fast lap times. His anonymity made him a legend. In the print world, the writer known as “The Road Warrior” for Car and Driver magazine was another famous anonymous figure, whose identity was a long-running inside joke in the industry.
The Most Well-Respected Female Voices in the Auto Industry.
The auto industry is no longer just a boy’s club. There are many well-respected female voices. Mary Barra, the CEO of General Motors, is one of the most powerful executives in the world. In the media space, journalists like Elana Scherr and automotive personalities like Emelia Hartford have built huge followings with their deep knowledge, driving skill, and authentic passion for cars. These women are powerful role models who are changing the face of the automotive world.
The Most Important Car Review of the Last Decade.
The most important car review of the last decade might have been the initial review of the Tesla Model S by MotorTrend in 2013. They named it their “Car of the Year.” At the time, electric cars were seen as slow, boring compliance vehicles. This review from a major, respected publication treated the Model S not just as a great electric car, but as a great car, period. It was a landmark moment that gave Tesla and the entire EV movement a massive boost of credibility and mainstream acceptance.
The Most Successful Car Reviewers Who Aren’t “Car Guys.”
One of the most successful car reviewers is a tech YouTuber named Marques Brownlee (MKBHD). He reviews cars not from the perspective of a traditional “car guy,” but from the perspective of a technology user. He focuses on the user interface, the software integration, and the overall user experience. His reviews are incredibly popular because they connect with a new generation of buyers who see a car as a piece of technology first and a driving machine second.
The Most Effective Use of Data and Graphics in a Review.
The YouTube channel “Engineering Explained” is the master of using data and graphics. When the host, Jason Fenske, explains a complex concept like how a differential works, he uses a simple whiteboard and clear, easy-to-understand animations. He breaks down complex engineering principles into digestible visual information. His effective use of simple graphics makes a deep technical understanding of cars accessible to everyone, not just engineers.
The “Car Community” vs. “Car Media” Divide.
There is often a divide between the online car community and the professional car media. The community sometimes sees the media as being out of touch, focusing on expensive press cars that normal people can’t afford. The media, in turn, can sometimes be dismissive of the trends and styles that are popular in the grassroots community. However, the best media personalities are the ones who can bridge this divide by being active and respected members of the community themselves.
The Most Iconic Catchphrases from Car Personalities.
Some car personalities are known for their catchphrases. Jeremy Clarkson from Top Gear is famous for shouting “POWERRR!” and calling brilliant cars “the greatest car… in the world.” Doug DeMuro always starts his videos with a drawn-out “Thiiiiis is…” and ends his reviews by giving the car a “Doug Score.” These simple, repeatable catchphrases become a key part of their brand identity and a fun inside joke for their loyal audience.
The One Car I Disagree With the Critical Consensus On.
The critical consensus on the modern Toyota Supra is that it’s a fantastic sports car. I disagree. While it is fast and capable, I find it lacks a unique personality. It uses a BMW engine, a BMW transmission, and a BMW interior. To me, it feels less like a true, new Toyota Supra and more like a re-skinned BMW Z4. While it’s a good car, it’s a disappointing one for a nameplate with such a legendary and distinct history.
The Responsibility and Ethics of Being a Car Reviewer.
A car reviewer has a huge responsibility. Their review can influence someone’s decision to spend tens of thousands of dollars. Ethically, a reviewer should be transparent about any potential biases. If they have a personal relationship with a brand, they should disclose it. They also have a responsibility to be honest and not to gloss over a car’s flaws for fear of losing access to press cars. An ethical reviewer’s primary loyalty is to their audience, not to the car manufacturers.