Are Supercar Influencers Doing More Harm than Good?
The growing role of social media and an interview with a car-detailing duo.
A weekly newsletter by Ryan K. ZumMallen | @zoomy575m
Happy Race Day, especially to friend of the newsletter Alexander Broom, who obtained a list of every vehicle registered to park on his college campus (Go Beach!) and found someone is rolling around in a 605-horsepower Porsche Carrera GT.
I really enjoyed this recent article by Hannah Elliot of Bloomberg, who does a great job of pulling back the curtain in all sorts of areas of the automotive world. This time she tackles the tangled web of supercar influencers, like this guy:
They have millions of followers, drive the newest and flashiest stuff, and earn $10,000 per post. Or more. Their ability to reach massive audiences, with relatively low effort, really cannot be overstated. Compared to a major advertising strategy, working with them is extremely attractive to automakers.
Predictably, traditional auto journalists aren’t thrilled. They say influencers aren’t experts, and since they’re being paid, they’ll never point out weak points or misfires in a car that could lead to buyers making an uninformed decision.
I call BS. Anyone considering buying a new McLaren or Bugatti Chiron hopefully has the ability to do more thorough research than whatever @SupercarBlondie posted that day. Customers will be fine.
But what she and other influencers undeniably do is reach swaths of young people who are discovering the world of cars for the first time. They’re helping birth a new generation of auto enthusiasts.
This is only going to increase in the years to come, and likely takeover as the first entry point into the world of cars for most people — if it hasn’t already. It’s easy, and fun, and inspiring to scroll through an Instagram feed or watch a few YouTube videos and learn a wealth of information. That previously took years, and dozens of magazines, and invites to exclusive car clubs that probably wouldn’t have you anyway. Influencers are democratizing the supercar experience.
This is how our culture survives. By inviting people in, helping them learn, and setting them loose to create their own wild experiences. A Fast & The Furious only comes around once a generation. Influencers are doing this every day.
Culture
Did scientists train rats to drive cars? Or did rats train scientists to build rat-sized cars?
It’s SEMA week, which means we’re about to be inundated with the most insane vehicle modifications imaginable. The new Toyota GR Supra figures to be the star, so here is an illustration that proves it can be done right:
Speaking of Japan, I don’t know why we’re wringing our hands about preserving modern car culture when that country’s incredibly creative scene is, like, right there.
Behold the beauty of the early ‘90s Mazda MPV 4WD. #Vanlife continues to surprise!
This just in: more diverse coverage leads to more diverse viewership. A new study found that the Formula One series on Netflix led to a 30-percent increase in women watching the sport.
Oh shit:
Video Reel
A movie on the 24 Hours of Le Mans is coming out this November 19. It looks fun. You can watch the trailer here.
Rapper A$AP Ferg tries to freestyle while McLaren driver Carlos Sainz tosses him through 100-mph drifts on the F1 circuit in Hungary. It’s delightful.
Did you know you wanted to watch 11 minutes of Ken Block and his talented rally driving friends blasting around an obstacle course in Poland? Now you do.
Watch out, me. A 4-year old reviews the Audi S6 diesel station wagon and has some surprisingly keen insights. He also gives it a 77 out of five.
Cardi B is coming to the Fast & Furious franchise. Think it’ll have an Okurrrrrrrnigsegg? (Sorry.)
Race Results
Lewis Hamilton won in Mexico City, but failed to wrap up the F1 championship, in front of a manic crowd. Highlights here.
Congratulations to Ott Tänak, the first Estonian to become WRC world champion! Tänak finished second in the Rally de España over the weekend to take the title. Highlights here.
In an Australian Supercars practice session, Scott McLaughlin hit the wall at an astonishing 43G of force. The impact sent a shock absorber flying onto someone’s balcony table high above the track. Thankfully he was okay, and it was heart-warming to see driver Shane van Ginsberg immediately pull over and lend a hand.
Supercars winner David Reynolds lost his voice during the action and had some trouble in the post-race interview. I can’t stop laughing at the way he says, “I’m gonna kick you after this.”
Last week, 19-year old gamer Katherine Ormerod became the first woman to compete in the F1 eSports competition. She got second! Ormerod now moves on to the next round with hopes to qualify for the 2020 pro draft.
A driver in Stadium Super Trucks (the jumping pickup series) smashed into a wall, did a full 360-turn, and still didn’t lose the lead. Because this is the purest racing series in the world:
Ask A Millennial! Christine (28) and Christine (30)
I found @2detailgirls when they started posting gorgeous photos from the Art Center Car Classic a few weeks back, and quickly fell into their feed of car care, proper detailing tips and some of the most exclusive exotic cars this side of Dubai. I asked them to share their experience building a brand and business in the enthusiast world. Here’s an edited version of our conversation:
Social media is a great way to share our portfolio of work. To be able to direct someone to our IG or Facebook and they can instantly see photos of all of these crazy cars has really helped. By putting ourselves on there we’ve found a free way to advertise and build a brand.
The internet is great for sharing knowledge but it’s diluted with really bad advice. We’ve seen countless videos on car care (with millions of hits) but it’s terrible advice. Then you see a lot of detailers using the same techniques or same products that are actually really bad for the finish of a car. We decided to use our social media to help bring good knowledge and not just push products (we don’t get paid to use any of the stuff we do). We believe in honest detailing and using products and methods that don’t just hide scratches or cover up dirt so it looks better (like interior dressing — HUGE one we’re against). Hopefully by providing more legit content we’re helping some people out there!
Our perfect day of driving is almost any day in Southern California. Sunny blue skies coupled with other car enthusiasts that’ll be guaranteed to drive next to you at some point. The sound is muffled and almost silent, zoning in on the road and hearing only the acceleration, pops, and crackles of your car. It’s therapeutic.
Auction Block
Call it the Radwood Effect, the Youngtimer Trend, or whatever else comes to mind. Either way, one of the top sellers at the RM London auction last weekend was a 1992 Mercedes-Benz 300 CE 6.0 AMG, the legendary Hammer itself, a bad boy symbol of the early ‘90s Euro muscle movement. It went for the equivalent of $230,000 USD.
A 1986 Mercury Capri ASC McLaren (aka the Mustang McLaren) sold on Bring A Trailer for $23,250. This could’ve been yours for maybe three stacks a few years ago.
The Safari trend is taken to new heights with this ’90 Audi Coupe Quattro and its 6-inch (!!) lift. Bidding ends this Friday. Of course, there is one problem with turning a 29-year old, low-volume sports car into an off-roader:
And Finally…
During a live telecast, one Sacramento reporter decided to climb all over multiple classic cars at an auto show. He is now out of a job. Not great, Bob!
Drive hard and be safe.
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Want your event included? Shoot me a note with subject line “Race Day” at ryan@carrarabooks.com.
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