Car Throttle Teams Up With Michelin to Livestream Monterey Car Week 2018 for Enthusiasts Around the World

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​Car Throttle, the largest media company for social auto enthusiasts, has teamed up with Michelin to livestream the 2018 Monterey Car Week in California, renowned as one of the world’s most prestigious and exclusive venues for automotive enthusiasts.

The partnership marks the second time Michelin has teamed up with Car Throttle at Monterey Car Week, with the first campaign reaching over 6 million enthusiasts in just two weeks. For 2018, Car Throttle will livestream from three important locations: Legends of The Autobahn, WERKS Reunion and Exotics on Cannery Row, telling the stories of passionate enthusiasts who have made the journey to these important events in the automotive calendar.

The first of these stories will feature Lisa Taylor, a Porsche collector with an extensive collection of modern and classic Porsches, including a stunning magenta GT3 ‘Rubystar’ RS and Maritime Blue GT3. The cars and Lisa’s journey from her home in California will be profiled in Car Throttle’s flagship ‘Reader’s Rides’ series and Michelin’s social channels as part of Michelin’s #WomenInDrive initiative to re-imagine an automotive world that’s inclusive and made better by all. The video will see Lisa make her way to the fifth annual Porsche WERKS Reunion at the Corral de Tierra Country Club in Salinas, California where Michelin is the presenting sponsor.

"Monterey Car Week is arguably the premier automotive event in the US for enthusiasts to unlock their passion" said Johnny Valencia, Michelin North America Influencer program marketing manager. "We look forward to this week as an opportunity to build strong and meaningful relationships with those who share our passions."

Johnny Valencia

Michelin North America Influencer program marketing manager

The second video to air on Car Throttle’s YouTube channel will tell the story of a group of friends - Dan Kang, Jeffrey Cheng, Marc Haddad and Mark Stidham - who between them own a collection of Koenigseggs, including a Regera and the Agera RS which broke the world record for "Highest Speed Achieved On A Public Road" at 284.55mph. Car Throttle will follow the friends as they make the journey from Los Angeles to Monterey and to their final destination, Exotics on Cannery Row, presented by Michelin. This approach will offer a fresh perspective on this event, which has quickly become a fan favorite because of its accessibility and re-imagined fan experience.

“Monterey Car Week is arguably the premier automotive event in the US for enthusiasts to unlock their passion,” said Johnny Valencia, Michelin North America Influencer Program Marketing Manager. “We look forward to this week as an opportunity to build strong and meaningful relationships with those who share our passions.”

Car Throttle has become a key brand for social car enthusiasts, with over 13 million followers across key social platforms and serving over 200 million video views in total every month. As media consumption habits continue to shift to social platforms, the demand for engaging social content is on the rise. With Michelin looking to highlight its sponsorship of Monterey Car Week and the company’s close ties with enthusiasts, Car Throttle was called in to create industry-leading cross-platform content showing why enthusiasts choose to wear Michelin tires on their special cars, in particular the celebrated PILOT family and its unrivaled competition racing tires.

Auto enthusiasts who won’t be able to attend can follow the action on Car Throttle’s YouTube, Facebook and Instagram pages.

--- About Car Throttle ---

Car Throttle was founded by Adnan Ebrahim in 2009, from his university bedroom in London. Frustrated with the lack of car content for a new generation of car fans, he set out to build "TopGear for the Facebook generation." Since then, the brand has raised $2 million from investors behind Facebook, AutoTrader and AOL, has offices in both London and New York, and serves over 200 million video views every month to a new audience of social media users. For further press information and opportunities, please email press@carthrottle.com.

About Michelin North America

Dedicated to the improvement of sustainable mobility, Michelin designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks and motorcycles. The company has earned a long-standing reputation for building innovative premium tires.  In addition to tires, the Company also publishes travel guides, hotel and restaurant guides, maps and road atlases. Headquartered in Greenville, S.C., Michelin North America (www.michelinman.com) employs about 22,700 and operates 19 major manufacturing plants. Forbes magazine has ranked Michelin No. 1 on its annual survey of “Best Large Employers in America” for 2018. Learn more about purpose-driven careers with a purpose-driven company at jobs.michelinman.com.

Source: Car Throttle


Categories: Automotive

Tags: Advertising, Automotive, Car Throttle, Cars, Livestreaming, Michelin, Monterey Car Week, Social Media


About Car Throttle

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Car Throttle is the largest social brand for car enthusiasts. With over 13 million followers and 200 million monthly video views, it serves a new generation of car fans from its offices in London and New York.

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