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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Written by a guy who understands. Keep it up; enjoy all of your opinions and oversights.
I really like the diversity of this newsletter. You cover things I would not go and look for myself but still find interesting. I am a muscle car guy (new and old) but love all aspects of the car culture.
Thank you and keep them coming!
I love your weekly newsletter and look forward to it each week. So glad I discovered Hagerty; now they insure my Vette and my two Camaros! It’s so nice to see that the whole organization is totally committed on every level! Keep up the good work, Larry!!
Larry, The beautiful thing about your newsletter is we never know what’s going to roll off your keyboard…and that’s – for me – part of the appeal. Regardless the content, it’s always thoughtful and entertaining and if it’s not for me, I’m sure someone else will appreciate it.
Okidoke, that’s great to hear. I’ll keep surprising ya.
Hi Larry=always enjoy the articles=do you know or comment on an a article from Car and Driver mag from 1992 about a Lingenfelter and Larry Shinoda rebuild of a a 1992 corvette that turnedout to be 383-looking for more info on the car and what it may be worth-can you let me know what you may think of this car
I joined the magazine full time in 1995 so that was before me, I’m afraid. Send a photo of the car and the info to tips@hagerty.com and we’ll see what we can dig up.
From another guy with OCD (Obsessive Camaro Disorder) keep up the great work! I really enjoy your newsletter. Attempting the Chili Bowl was awesome. The magazine is one of the best out there. Arron’s column and articles are always entertaining and informative.
What Al said. 100% Like your editorial/instuctional/informational talents. Think Freiburger and you are my two favorite car guys, currently……
I always look forward to the articles. Keep them coming!
I enjoy all Hagerty media. I really used to enjoy Jack Baruth’s columns. What happened to Jack?
Jack and Hagerty parted ways last fall.
Please keep doing what you’ve been doing.
I have gravitated towards “all-things-mechanical” since I was was old enough to recognize cars…and took the toaster apart — not sure if it ever went back together — and just can’t get enough! Your weekly article is a respite from the work-day, and always a welcome distraction. PLEASE continue to write and support my habit.
Oh, and to chime in on a favorite car…it’s always the one I’m up to my elbows tinkering with. Whether it is an old British/American car, the little mini-truck that gives me hours of enjoyment, or the Nissan LEAF that is simply brilliant. Although I have gasoline in my blood (literally), I have made my peace with EVs, and will add an ARIYA to my stable when I can.
Yes, I work at Nissan, but doesn’t change how much I love that little car.
Keep the rubber side down!
Keep up the good work, I know you will make changes as necessary at that is a good thing. I grew up with Jaguars, Porches, and lots of assorted foreign cars of the forty’s and fifty’s ( my dad worked for Hoffman Motors). I am primarily a pre war guy with five Model A’s, one 1911 Model T and a 67 GTO. I have owned for many years 5 57 Chevy’s, worked on and driven many of the classic/exotic cars that you write about, and have way to many stories about those that got away. As you can see I love all cars and I live vicariously through your articles and the owners who have worked tirelessly to restore/maintain all those cars I can’t afford to own. Thanks for your contribution to this great hobby.
Thanks Larry for all you do. I appreciate most of the content produced by Hagerty; Barn Find Hunter is perhaps my overall favorite and I’d love to see it more often. As for dislikes, if I never had to see Anything regarding an electric vehicle again, it would be too soon. Maybe I’m getting old, but I don’t give a damn about them, and the government trying to shove them down my throat increases my disdain x10.
Yeah, I hear you. EVs are coming so we will cover them and try to do it in the least offensive way possible 🙂
I live in Cape town South Africa and am crazy about the Amercan cars , I did own a 1981 Turbo Trans am special edition, loved cruising the streets with the roof panals off.
As for your articles , really enjoy reading them ,keep up the good work I know it takes a lot of time to get an article together. Sometimes I wish i could just jump on a plane and go to some of those car meets or even the car museums.