Time to Launch New Automotive Site Called theDrive

Posted on July 7, 2015

Time TheDrive logo

Time Inc. has announced plans to launch a new automotive destination called theDrive. Time says the site will celebrate cars and automotive culture. The website will launch this fall.

Mike Guy, an automotive journalist and the former digital director of Maxim, has been appointed editor of theDrive. Eric Goeres is the General Manager. He was previously at Road & Track and Esquire.

Mark Ford, Executive Vice President, Time Inc., says in a statement, "TheDrive underscores Time Inc.'s commitment to the automotive space. Car enthusiasts are hungry for fresh auto content, and Time Inc. has a proven track record for creating compelling content. TheDrive will deliver our best storytelling to this audience while also developing powerful marketing solutions for our advertising partners."

The site appears to be targeting younger drivers. It mentions in its release that the "35-and-under segment accounted for close to 30 percent of new US car sales in 2014." A teaser website for thedrive.com website says to stay tuned for a "fanatical new automotive site." Time has also registered social media accounts for theDrive.

Editor Mike Guy says, "Cars are a bigger part of our lives right now than at any time in history. We want to celebrate that in an adventurous, authoritative and irreverent way. That translates to covering the worlds of both the casual driver and the car fanatic."

Image: Time, Inc.