Why MotorTrend Going Wide to Lure a Broader Customer Base

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Last month, MotorTrend—the multimedia car enthusiast brand that began life as a magazine in 1949—kicked off a new program on its streaming platform, MotorTrend+. Viewers already familiar with MotorChannel’s programming (and it has well over 90 regular shows on offer) might have guessed the format easily enough. It’s another low-budget mechanic fixing a junker in a garage. Or a high-budget mechanic restoring a classic in a garage. Or a bunch of mechanics customizing a vintage fastback … in a garage.

Except that all those guesses would be incorrect.

The

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Robert Klara is the senior editor of brands at Adweek, specializing in the evolution and impact of brands.