Is Jeremy Clarkson Right About Today’s Cars?
Legendary car enthusiast and former host of Top Gear, Jeremy Clarkson, recently shared his unfiltered thoughts on modern vehicles, and they weren’t flattering. When asked whether he still has the same love for cars after a 35-year career as a motoring journalist and presenter, Clarkson bluntly responded, "No. Honestly, no. They're all s* now."
Steady Decline in Domestic Brand Sales
Clarkson's sentiment reflects a broader challenge facing the U.S. automotive industry, as consumer interest in domestic brands steadily declines. Over the past five years, American car manufacturers have watched their market share drop from 44% in 2017 to just 38% in 2023. The shift stems from a decrease in demand for sedans and domestic models, as international competitors like Toyota, Honda, and electric vehicle powerhouses like Tesla and Hyundai have surged ahead with more innovative and versatile offerings.
Nostalgia Still Fuels Enthusiasm for Iconic Cars
Yet, despite the decline in sales, nostalgia for iconic American cars is alive and well. The classic car market has experienced an 11% annual growth since 2019, particularly for American muscle cars like the Ford Mustang and Dodge Charger. The 2021 reintroduction of the Ford Bronco, a beloved American icon, sold over 100,000 units in its first year, proof that stories rooted in heritage still resonate with consumers.
Can U.S. Brands Harness This Nostalgia?
This begs the question: Can American brands turn this nostalgia into renewed success? The answer lies not just in product innovation, but in storytelling. While heritage still has power, U.S. automakers need fresh ways to engage both consumers and motoring journalists alike. The traditional approaches, new product launches and reviews, aren’t enough to reverse the decline in interest. What the U.S. automotive industry desperately needs is a new way to tell its story.
How Lookatmedia™ Can Transform Automotive Storytelling
This is where Lookatmedia™ comes in. Our next-generation newsroom empowers brands to create content that goes beyond the ordinary, tapping into rich histories and fascinating narratives that capture the imagination of both journalists and the public. Lookatmedia™ enables automotive PR teams to craft compelling visual stories, whether it’s a deep dive into the evolution of a brand’s iconic steering wheel, or a series of illustrated heritage stories on legendary vehicles. With access to vast libraries of images and videos, some dating back nearly a century, you’ll be able to give journalists the visual treasure troves they need to craft engaging and memorable stories.
Bridging the Past and Future of Automotive Greatness
What’s more, Lookatmedia™ allows brands to tell stories about the people behind the designs, past and present, building connections between the automotive greats of yesterday and the innovators of tomorrow. This all-new approach could reignite interest in the domestic brands that helped shape America’s automotive legacy.
Ready to Reimagine Your Brand’s Story?
If your brand is ready to create newsworthy stories that surprise, delight, and re-engage audiences, it’s time to see how Lookatmedia™ can transform your PR strategy. Book a demo today, and let’s start rewriting the future of American automotive storytelling.