The former Top Gear team's automotive social media site launches in autumn.
Jeremy Clarkson, Richard Hammond, and James May are keeping very busy since leaving Top Gear. Their Amazon Prime streaming show The Grand Tour premieres this fall, and the guys are also headlining a new automotive social media site called DriveTribe. They aren’t just sponsors, either. The trio and producer Andy Wilman were early investors in the project. We first heard about the site in April, but the guys recently released more details explaining the project.
“Gamers have got Twitch, Travelers have got Trip Advisor, and fashion fans have got, oh, something or other too. But people who are into cars have got nowhere. There’s no grand-scale online motoring community where people can meet and share video, comments, information, and opinion. DriveTribe will change that. And then some,” Hammond said.
Clarkson boiled that sentiment down to be even simpler. “I didn’t understand DriveTribe until Richard Hammond said it was like YouPorn, only with cars,” he said.
From what the guys describe, DriveTribe sounds like Facebook but with a focus on cars. So as opposed to seeing endless photos of friends’ kids, you would get pictures from a buddy who is rebuilding the carb for his MG. The site will also have so-called “tribes” about various automotive topics. Clarkson, Hammond, and May will post there, along with an editorial staff and other contributors.
“This is pure digital inclusivity. Some of the world’s most endangered tribes – Volvo enthusiasts, for example – will now have a voice as loud as everyone else’s,” May said.
DriveTribe’s biggest challenge will be luring these marque-specific fans to its new community. There are already dedicated forums like VWVortex, the ones at Pelican Parts, and many on Reddit that have large groups of members with years of posts. Clarkson, Hammond, and May need to offer a great user experience to get them to leave these more established websites.