The DriveTribe community started back in 2016 by Jeremy Clarkson, Richard Hammond, and James May
James May Tests Out The Latest Dacia Sandero…Against His Own Bicycle
DriveTribe started life back in 2016 as a new project with ex-Top Gear presenters and automotive gurus Jeremy Clarkson, Richard Hammond, and James May as the frontmen. The goal was to become an online platform for automotive enthusiasts to join and create communities that were known as “tribes”, uploading content alongside a team of staff writers.
While the venture was backed up by massive investments by 21st Century Fox and Breyer Capital , it never took off financially. According to, DriveTribe reportedly lost £12.5 million in its first two years of operation. The pandemic, and the resulting semiconductor shortage in the automotive sector leading to “to severe reductions in marketing budgets across the industry”, made things even worse for the business that was heavily relying on advertising.
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