So it's the tail end of 2024, and various popular automotive news outlets are being handed their hat. Not going to name names out of respect, but a quick Google search renders all the answers and anecdotes of all those affected for review.
I'm going to be blunt, I haven't followed most of them. Articles and photos in magazines never really did it for me, just something to pass the time in the doctors office. Video has always been my media of choice but even those were catered more to influencer, story-telling content creators with more of the pretty pictures and less of the spec sheets. Then I caught the ending of Top Gear. Not even the whole special, just the ending, and a bit of reality set in for me.
The automotive world is changing (which to be fair when has it not), yet for me it feels as if I've caught the tail end of greatness in motoring, but also part of a niche that is vital in moving forward. The experience right now is heavy in corporate returns and micromanagement, devoid of emotion, overbearing in tech, and light in passion. Folks that enjoy the art of driving and what that entails can only get excited about subscription plans to heated seats for so long.
The cars have changed, perception of transportation is shifting, investments are taking a front seat and ruining what passion there is left in the automotive sector especially on the media front. It's just become overly pervasive, moreso than I can ever remember it being. As an automotive enthusiast from 2 years of age that has had a camera in their hand since 12 years, I speak from some realm of obsession that what seems to have worked a decade or two ago is fighting for eyeballs now.
Despite that, for however long it may last, I am beyond thankful to now play a small portion in the media of this industry, and to work for the company I do. My machinist, blue-collar self never saw this opportunity as anything that could happen for me. And if I have 5 minutes to sit down in peace and quiet and not be bothered by incessantly bad luck or deadlines as I have been the last two-ish years, I reflect on how adventurous my life has become. How many neat places I've seen (well, at least the airports anyway,) food I've tasted, people I've met if only by proxy, and all the countless terabytes of moving images I've recorded. I have the opportunity to drive most every car we get, living out a boyhood dream of reviewing cars (if only in my head) but then also making content about them in ways that I enjoy and hope others will as well. I hate how much low-tier energy I've been subjected to that distracts me from it, because when I see how much stuff I get to do it's incredible!
I find joy in many of the cars we get, just as I find joy in turbo sounds and the perfect downshift. But I've come to realize more than all of that I enjoy creating little stories that shape an emotion and connection with the cars we drive. Moments of motion and time frozen with the machines we anthropomorphize. Because lord knows by the hand of tech, greed, and politics we are very quickly losing alot of that.