Never Stop Driving #31: Hagerty’s most popular of 2022
This year, we taught 607,835 people how to steal a Porsche 914. That article was the most popular in 2022 at Hagerty.com/media and also the biggest surprise. Who knew so many pined for the budget Porsche?
Hagerty Media produces mountains of material every year. From videos to written words to stunning photographs to engaging social posts, our goal is steadfast: We aim to spread car love, to ignite the passion in the curious, and to engage the committed when they’re not behind the wheel. Hopefully, we also entertain and teach a thing or two along the way.
I’m the lucky guy who serves the folks who make this stuff, so as we close out the year, perhaps I can ask you for some feedback. This newsletter is now six months old and has about 10,000 subscribers, a decent focus group. How’d we do in 2022? By the numbers, it was a great year: Some 14 million people visited our website. We now have nearly 2.5 million YouTube subscribers and about five million social followers. The Hagerty Drivers Club, which is open to all car enthusiasts whether they own a car or not, is the exclusive way to get the Hagerty Drivers Club magazine that lands in more than 700,000 mailboxes every other month.
Our most popular material spanned the car universe, which fits my theory that car enthusiasts are becoming less tribal—I’m a Camaro nut and that’s it—and more automotive omnivores. One of the most viewed videos we produced this year is a time-lapse look at a Jeep engine rebuild. That old tech was bookmarked by a drag race between the new electric Rivian pickup and the high-horsepower Ram TRX and Ford Raptor, which was viewed by 2.3 million.
Cheap speed is a constant theme and some 1.3 million watched a film about a $128 turbocharger. I cite that stat when people ask if car enthusiasm is diminishing. It’s stronger than I’ve ever seen it and, yes, the kids are way into it—they’re the ones interested in the budget turbo. The next generation simply goes for different stuff, like our Subaru WRX engine rebuild. We also profiled a high-school girl who makes money by rebuilding carburetors in her garage and a team of Detroit teenagers who started racing.
Since we now know that the internet was made for listicles—I’m kidding, but those types of articles always perform well—we wrote hundreds. People most appreciate the ones that highlight uncommon cars, like this one on machines that can be bought for under 20 grand and, of course, our annual Bull Market list, which predicts which machines are likely to rise in value. For much of this material, we lean on the data of the Hagerty Valuation tools and our website that is dedicated to the car market, Hagerty Insider, which broke the news of the most expensive car ever sold, the $140 million Mercedes SLR. There’s generally a lot of interest in car values, like this roundup of five hot cars and a handful of Seventies machines that are also on the move. Hollywood usually also brings an audience as evidenced by a piece on cars from the movie Top Gun and an update on Hagerty columnist Jay Leno. We’re glad that so many are concerned for Leno, because we’ve worked with him for years and he is a treasure.
We recognize that we represent a wide world, so we branch out, too. The Barn Find Hunter Tom Cotter visited the oddities at the Lane Motor Museum and the video was a surprise hit. One of my personal favorites is this article about a Canadian fire department that raised money by sinking a ’57 Chevy in Lake Superior. We love prewar cars too, even if the internet generally does not, and covered a lost Le Mans BMW, a 1927 Nash that’s the darling of a Wisconsin town, and an unforgettable wedding and a Model A.
I spend many weekends at race tracks so I’m thrilled about our new motorsports-focused website called Imola. If you’re wondering why we named it for an Italian track, we thought the word was catchy and easy to remember. Say it with me now: eee-moh-la. Check out this piece that highlights a Vermont track that the current governor used to race at. I love Vermont and if it’s now run by a racer, I might have to make the move …
I’m often asked what are my favorite things we produced. The question is a flagrant foul, because it’s like being asked which car is my favorite or which of my three children I like the most. Looking back, I fondly remember taking my son to Tulsa for my first Chili Bowl race and writing about it. I’ve also watched this Pontiac Fiero video two dozen times and always laugh watching Jason Cammisa parody a Detroit executive torn between making the sports car he wants and the economy car the company needs. Cammisa also promised that a video with the world’s fastest cars in a drag race with a Bugatti would go gangbusters and he was right.
Our entire staff and I are grateful to produce this material for you. We hope you help us spread the word and share our material with your friends, and be sure to sign up for our newsletters, which can deliver daily or weekly material right to your inbox.
As for the feedback part, there’s a link below my name that’ll take you to an article you can comment on. Please let me know generally about Hagerty Media and also specifically about this newsletter. I originally thought I’d use this space to keep abreast of autonomous vehicles as well as car love. Have I hit the right balance? Your thoughts are very much appreciated.
This column will take a break next week but will be back next year. Thanks so much for reading! I wish you and your family all the best for 2023.
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I’m like a kid in a candy store. A naturally curious person, I enjoy reading about all the subject matter that you present: nostalgic about some of it and entertained by all of it. Please accept my thanks and gratitude.
I really enjoy the newsletter each week. We have many activities in common and for now your location is close so we can relate to the stories as well.
So far the focus is just right.
Larry, I think that you have assembled at Greatest Hits group of journalists at Hagerty. With the old school magazines downsizing, going digital or disappearing Hagerty is keeping automotive content current, interesting and relevant. I was at the Amelia this year and saw you at the Chip Ganassi dinner. It was a blast and I am pleased that Hagerty is investing in the future of gearhead culture. Keep up the good work. Dale
You raced the Chili Bowl in Tulsa, Oklahoma
Yes, fixed. Sigh. You read it 20 times before publishing and sometimes just miss..
I like reading your articles. Please keep doing what you’re doing. I always find a few links that I click on. I like all types of vehicles as long as they don’t cost too much. My son has 4 Chevy pickups that he takes turns driving. I have a Nissan 300ZX that I like to drive to Church on Sunday. We have 12 other projects we are trying to find time to fix up. None of them cost us very much. You don’t have to spend a lot to enjoy the hobby.
I agree on the not costing a lot part. Did you see this recent video from Tony Angelo, which is all about a small group rescuing a forgotten street racer… https://youtu.be/J9fgYrK1DeI
And umm, 12 projects!!! Good luck getting them on the road.
I am a very happy Hagerty customer and I truly look forward to the articles via email and receipt of the magazine. The writing in all is first class, hits the right notes for my automotive interests and just done well in every way. Merry Christmas, Happy New Year to all of you at Hagerty. Glad you are back Jay!!!
Overall I’m pleased with the Hagerty content and your newsletter. Seems to always strike a chord with me since I like all types of cars and have owned many you’ve featured, such as VWs, Porsche 914, Fieros, Mustangs…still haven’t owned a Corvette but I ain’t dead yet 🙂
The link kicks me here, so here you go!
1) I’ve been following you since you joined C&D (yes I had hair then, and it was “a while” ago)
and Comedy / silliness always sells.
2) I am brand agnostic, which might explain the cars i’ve had over the years (924s, 944 Turbo, ’16 GT4, and a 1970 Datsun 240Z – The Porsche’s got me onto the track for DEs. My daily’s have been a Ford Contour SVT, R53 Mini Cooper S, e46, e92, and F20 3-series BMWs, and currently a Mazda3 and Jeep Wrangler (because it’ a tool and I live in CO). Which leads me to:
So given that history, I’d love to see an event (Like a Brock Yates silliness) that tours the US for linking some of the best and most scenic driving roads in the US. Porsche calls this a Treffen. The Colorado Grand is the US version of the Mille Miglia with far less cars and far, far more expensive…
Oh, and Hagerty drive-in was a blast!
Hey Jason, thank you for reading! I love those 240Zs and wish I could afford a restomod one like we featured in this video:
https://youtu.be/uB1ntIG3MFI
It’s very sweet. As for the tours, have you tried the Hagerty Amelia tour? It goes down the Appalachians and the roads are insanely good. https://www.facebook.com/HagertyAmeliaIslandOrBust/
Nice balance of articles. I would like to see some coverage of autocross cars, events and drivers.
Larry. I just wish the Chili Bowl was in Omaha. It would be about 500 miles closer. I enjoy your post. Keep up the good work.
LOL, me too. Fixed.
I really enjoy the weekl column Larry. I like it deals with common cars, all ranges of cars, bargains, fixes and human interest, every day people stories. I grew up in a car household with lots of symtories at the dinner table. I like all cars but focus on Porsches mainly-40 Year member of PCA. I still have my 1967 red Mustang convertible 4 speed I have owned 55 years with 273k miles on it. I take 8 car magazines but Hagerty is the best one. Keep up the good work.
Why does the guy in the photo for the Hagerty Valuation Tools promo have three hands? 😮🤪🥶🇨🇦
I really enjoy and am so thankful for the Hagerty articles. And you, Larry Webster are a treasure of the auto world! I love all the information and the personal touch you give your readers. Wish you were my neighbor.
If you live someplace where winters are warm, I might just join you there, lol. Frigid here in MI these days
Great job all round, guys and gals..Merry Christmas and Happy New Year from Canada (the land of ice and snow) Sorry south of us.. you got some of our white stuff now!!
I agree with about everything else presented prior. Hargerty is unique in a market crowded with lots of mark specific or high end story tellers. Yet don’t seem to cover with the insight, knowledge, passion and diversity of this venue. I’ve been a fan since day one and give away ” Never Stop Driving ” Often. Hence with real characters ( Webster, Smith, Siegel, etc ) presenting opinion and insight across just about every auto venue out there keeps me intrigued and entertained. Keep up the good content, never stop driving, Cheers to another successful year.
Look forward to the newsletter each week, always a read along with interesting things-to look up as well.