Have ‘influencers’ devalued the process of buying a new car?

Over the past five years or so, the Automotive YouTuber and the dreaded term ‘influencer’ has become increasingly popular. There seems to be a new one popping up every week and it’s getting rather cumbersome.

I will admit now that I do watch a large number of these content creators because I find them entertaining and often enjoyable, and share their passion for cars. However, I have noticed that they do buy an awful lot of cars and I think it is devaluing it for the rest of us.

It seems like in order to stay relevant in the YouTube space, you need to be buying a new car every week and this is going to get the better of you in the not-too-distant future. I am aware that almost all of them are financed but that still results in huge monthly payments that you would need to cough up, tens of thousands a month on some cars alone.

I am writing this because I listened to Chris Harris’ Collecting Cars Podcast with Richard Porter last night and they brought up this very valid point when discussing the future of the automotive media. They agreed that this isn’t a sustainable way of going about it and the money will inevitably run out… which it has for some.

Sure, some YouTubers and ‘influencers’ are discovering new ways of producing car content but it doesn’t always catch on. I am also aware that YouTubers in particular aren’t going on as many press launches as before. Shmee150 pointed this out in a podcast with Sam Moores not that long ago. It just doesn’t seem to benefit them because everyone’s content would be broadly the same from one press trip. So, doing this instead of buying cars isn’t going to work.

Many people satirise YouTubers but the truth is their work ethic is amazing, especially people like Shmee150, SeenThroughGlass, Doug Demuro and TheStradman. However, a number of these people keep buying new cars and I think this is having an effect on us.

I am aware that some YouTubers such as TGETV and TheCarGuys have stopped buying new cars and are moving more towards the older stuff now – including bits and bobs they couldn’t afford in their teens but now can. This is a great move for them but I don’t know how that will affect views. I know Tom especially runs businesses outside of YouTube but I am interested to see how buying older cars works out for them and I personally think it’s the right move to make from a content perspective.

I mean, Car Throttle has proved you don’t need an expensive car to bring in millions of views so maybe that sort of format is the way forward, especially on YouTube.

Unless you are the Sultan of Brunei, you cannot be going around buying cars all the time. For the common man, buying a brand-new car is a very rare occurrence and sometimes never achievable. So for example, if I was to go and buy a brand new Volkswagen Golf Mk8, I would probably not look at it as much of an achievement as I would have done before ‘influencers’ simply because it isn’t a Lamborghini or a Ferrari – but maybe that’s just me?

I am aware I am probably coming on as a complete and utter old fart for this piece but I think it is true.

And as I have said before, I enjoy watching some of this content and it’s their money so they can do whatever they want with it. But, I do fear that one day, when I do buy a brand new car, I won’t feel as accomplished because let’s face it, it probably won’t be a Ferrari.