Discovery’s auto enthusiast joint venture is getting a redo. What was previously called The Enthusiast Network will now become Motor Trend Group, effective immediately. As part of the makeover, its automotive-focused Velocity cable network will also be rebranded Motor Trend Network in fall 2018.
“No other global media company has the content, and both the TV and digital platforms, to deliver what auto enthusiasts want than Discovery,” said Michael Lang, CEO of Motor Trend Group and President, Digital, Discovery Networks International & Eurosport Digital. “This rebrand of our JV into one, over-arching single brand, Motor Trend, continues Discovery’s long-term digital ambition; underscores our commitment to serve passionate global auto-related superfans with the world-class content they crave; and provides OEMs, buyers and advertisers with an unparalleled one-stop, 360-degree branded environment to reach this coveted audience segment across all screens and platforms.”
The JV’s Motor Trend OnDemand digital product will continue to be available to consumers on mobile and connected devices as the Motor Trend App, and available online at MotorTrend.com.
The Motor Trend Group will unite its direct-to-consumer digital product, television channel, YouTube Channel, and top digital sites including Hot Rod, Roadkill, Automobile, Truck Trend, Super Street and a New Car Buyers Guide in the U.S. Its cross-platform offerings include a branded content agency (Motor Trend Studio) to serve OEM and aftermarket clients with branded digital content offerings, and the management of many live auto-focused events around the world.
The Motor Trend Group also will afford advertisers the ability to buy multiple verticals together, including digital and linear, creating a multiplatform 360-degree advertising offering.
“The Motor Trend Group is the only place where advertisers can buy across linear TV, digital and social media platforms, live events and branded content to carry a unified message reaching potential car buyers and an affluent male audience,” said Jon Steinlauf, Chief U.S. Advertising Sales Officer for Discovery. “We also have the very best, most robust offering of automotive content to feed audiences’ passion for the genre.”
Expanding its global footprint, Motor Trend will launch a free-to-air digital terrestrial TV channel in Italy later this month, providing Italian audiences with new, original content, and the only TV channel totally dedicated to the world of cars and motorbikes. Last December, the Motor Trend App launched on Amazon Channels in the UK. Both of these markets are planned for future roll-out of Discovery’s direct-to-consumer Motor Trend App, with more markets globally planned starting late 2018.