TEN: The Enthusiast Network relaunches AUTOMOBILE
Publisher saw a very high correlation between automotive enthusiasts and interests in the lifestyle topics of design, high-end apparel, watches, tech, and travel
LOS ANGELES, Calif. — June 15, 2017 — TEN: The Enthusiast Network announced today the relaunch of one its most acclaimed brands—AUTOMOBILE. The new AUTOMOBILE will reflect today’s evolving enthusiast market, featuring more in-depth reporting on the collector car market, automotive design and technology, and the industry’s top personalities and visionaries—all guided by the brand’s #NoBoringCars philosophy. Additionally, the new AUTOMOBILE will include more of the lifestyle passions car fans love, including watches, the hottest new gear, and travel. These key components of August’s relaunch issue will be wrapped in a redesigned, larger, more premium print format.
For more than 30 years, AUTOMOBILE has celebrated passion and originality through attractive, experiential, automotive-focused editorial. The decision to relaunch AUTOMOBILE was driven by TEN’s research, which showed that the 2017 automotive enthusiast is not a single-faceted “car guy” but is instead interested in many passions. After speaking with AUTOMOBILE brand advocates and looking at quantitative data, TEN saw a very high correlation between its automotive enthusiasts and interests in the lifestyle topics of design, high-end apparel, watches, tech, and travel. These interests represent the most highly indexed behaviors auto enthusiasts exhibit relative to the national average and evidence the highly engaged, passionate, full lives they lead.
“We are excited to bring editorial content that reflects our loyal and engaged automotive audience’s interests, passions, and modern lifestyle, while still providing AUTOMOBILE‘s world-class editorial,” says AUTOMOBILE Editor-in-Chief Mike Floyd.
TEN believes editorial coverage of these lifestyle topics is underserved in the U.S. amongst AUTOMOBILE‘s core competitors. In addition to increased focus on vintage and collectible cars and auction coverage and analysis, the new AUTOMOBILE will feature more “Youngtimers,” one of the hottest new categories of collectibles—cars from the 1970s to 1990s. All of this will continue to be wrapped in the long-standing ethos of #NoBoringCars, the brand’s cornerstone philosophy since it launched in 1986.
The new editorial approaches will enhance digital and social content, including video, and will provide a premium print experience. Social media platforms and the web will focus increasingly on breaking news and short-form content, while print editorial coverage will be more robust and analytical, featuring a greater emphasis on in-depth, lifestyle-centric features. AUTOMOBILE‘s evolving editorial approach better fits with expectations of the brand, bringing it into better alignment with the experiences of its fans and influencers.
“Since its inception, AUTOMOBILE has challenged the establishment with an editorial approach that puts the passion for cars above all else. Just look at the mantra #NoBoringCars,” says TEN’s Senior Vice President for In-Market Automotive Content Ed Loh. “With the relaunch, this focus hasn’t changed but has sharpened and broadened to include more of the interests that thrill true automotive enthusiasts and passionate car culture devotees.”