Episode 24: From Top Gear to TikTok: Keeping mobility brands relevant

Ride: The Urban Mobility Podcast

GUESTS: Andy Wilman, The Grand Tour; Scott Mansell, Driver61; Mat Watson, Carwow; Jack Carter, TikTok

ABOUT THIS EPISODE
In 2015, Top Gear was one of the most successful British television exports, YouTube seemed young and inexperienced, at just ten years old, and TikTok hadn’t even been released.
Seven years later, the media landscape looks very different, creating a new challenge for automakers and other providers of mobility: how can they best promote their products and grow or maintain brand awareness in the face of today's rapidly-evolving media? What is the impact of alternative forms of mobility? And how do changes in vehicle technology affect marketing and promotion, as the roar of a combustion engine is replaced by the near-silent acceleration of an electric vehicle, and as the automakers turn their attention from the driver’s car to the driverless car?
This episode of Ride, produced in collaboration with Motor Industry Communicators Association (MICA), features Andy Wilman (The Grand Tour), Scott Mansell (Driver61), Mat Watson (Carwow), and Jack Carter (TikTok).
ABOUT THE GUESTS

Andy Wilman - Top Gear and The Grand Tour producer. Andy boasts over 20 years’ experience at the pinnacle of bringing automotive content to a mass audience, from re-launching Top Gear on BBC TV in 2002 to executive producing The Grand Tour for Amazon Prime.
Mat Watson – the face of the Carwow YouTube channel - “the world’s biggest automotive channel” - which has led in blending car entertainment and vehicle sales.
Jack Carter – TikTok’s automotive lead explains how the platform is bringing automotive content to life for younger (and, increasingly, also less young) audiences.

Scott Mansell – motorsport content expert whose Driver61 YouTube channel has grown by 350,000 subscribers in a year and amassed 46,000,000 views.

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