DriveTribe
DriveTribe is a UK-based automotive content media company and B2B marketing agency that operates a 10M+ follower network across YouTube, Instagram, Facebook, TikTok, and FAST platforms, producing branded video content and campaigns for enterprise automotive, aftermarket, and entertainment brands.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What DriveTribe does
DriveTribe is a UK-headquartered automotive content media business and B2B marketing agency founded in 2016 by the former Top Gear presenting trio Jeremy Clarkson, Richard Hammond, and James May. The company originally launched as a community-first social-media platform for automotive enthusiasts before a 2020 strategic pivot repositioned it as a content production house serving automotive brand marketers through bespoke video, branded integrations, social campaigns, and event activation. It operates as DT Digital LTD (registered in England and Wales at 71 Queen Victoria Street, London EC4V 4BE), with its primary operational office in Bristol and a stated headcount of 51-100 employees.
The company's core asset is a portfolio of owned social channels — YouTube (2.63M subscribers), Facebook (4.36M), Instagram (1.13M), TikTok (445.7K) and X (186.9K) — reaching 10M+ combined followers and generating 600M+ video plays and 1.1B YouTube impressions in 2025. In March 2025 it expanded onto LG Channels, a FAST (Free Ad-Supported Streaming TV) platform, marking its first smart-TV distribution. Sub-brands include Centric Creative (automotive video production agency founded 2020 by Tom and Nick) and What Next (non-automotive entertainment content). Core products and services span bespoke branded video, 30-60 second video integrations in organic content, social content creation and management, targeted social ad campaigns, event coverage (Festival of Speed, Salon Privé, NEC Classic Car Show), drone filming, and press packs. Annual DriveTribe Live events (2023 Haynes Motor Museum debut, 2024 Haynes, 2025 Bicester Heritage) layer in physical audience engagement and title sponsorships.
DriveTribe monetizes via project/quote-based B2B engagements with automotive brands, aftermarket suppliers, insurers and entertainment properties. Anchor repeat customers include LIQUI MOLY (flagship motor-oil partner for five consecutive years 2020-2025, with a 2025-2026 extension and 54M impressions / 5M video plays in 2024), GTechniq (ceramic coatings, four consecutive years, 28M impressions and 3.1M plays in 2023), Discovery+ (three-year bespoke content collaboration around Richard Hammond's Workshop) and Adrian Flux (exclusive 2024 specialist motor insurance for the project-car fleet). 2025 additions include LG, Nilfisk, CORGI, CarMats.co.uk and Leighton Vans. Public brand logos visible on drivetribe.com include NIO, Audi, BMW, Land Rover, Shell and Bridgestone. No public pricing or revenue figures are disclosed.
DriveTribe firmographics
Firmographics- Name
- DriveTribe
- Legal name
- DT Digital LTD
- Website
- https://drivetribe.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- DriveTribe is a UK-based automotive content media company and B2B marketing agency that operates a 10M+ follower network across YouTube, Instagram, Facebook, TikTok, and FAST platforms, producing branded video content and campaigns for enterprise automotive, aftermarket, and entertainment brands.
- Ownership category
- akta.pro rank
Where DriveTribe is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
DriveTribe business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Bespoke Branded Video Content: Creating unique native DriveTribe content with brand messaging at the heart, designed to resonate with existing audience of millions of subscribers.
- Branded Video Integrations: Seamlessly integrating 30-60 second brand messages into organic DriveTribe video content, capitalizing on high view rates from existing video content.
- Social Content & Management: Creating native-style content across multiple social channels (Instagram reels, Facebook posts, Tweets) and providing social media management services.
- Targeted Social Ad Campaigns: Social ad creation and management as standalone or within content partnerships, creating direct response element to campaigns with proven qualified traffic generation.
- FAST Platform Content Distribution: Distribution of automotive content on LG's Free Ad-Supported Streaming TV platform, expanding reach to new audiences through smart TV platform.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
DriveTribe product offering
Product offeringCore offering
DriveTribe is a community-first automotive content platform and B2B marketing/production agency. It operates highly engaged social media channels on YouTube, Instagram, Facebook, TikTok and Twitter (10M+ followers) and sells bespoke branded video content, video integrations, social content creation, and targeted social ad campaigns to automotive brands. It also provides full-service automotive video production including event coverage, drone filming, and press packs.
Product overview
DriveTribe is a community-first automotive content platform and marketing agency. The core offering consists of the DriveTribe Platform (a collection of highly engaged social media channels including YouTube, Instagram, Twitter, Facebook and TikTok) combined with two service divisions: Automotive Marketing Services (including bespoke branded video content, video integrations, social content creation, and targeted ad campaigns) and Video Production Services (including entertainment content, event coverage, drone filming, and press packs). Supporting sub-brands include Centric Creative (automotive video production agency) and What Next (non-automotive entertainment channel). The platform also offers a Partner Programme for brand investment. DriveTribe uniquely combines content creation capabilities with an existing 10+ million subscriber audience across multiple platforms.
Differentiator
Problem solved
Functional benefit
Brands
- Centric Creative: Automotive video production agency founded by Tom and Nick in 2020, operating as part of the DriveTribe ecosystem.
- What Next
Products and services
- Automotive Marketing Services
Quantifiable outcome
- 54 million impressions and 5 million video plays from LIQUI MOLY partnership in 2024
- +3 more outcomes
Companies that use DriveTribe
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
DriveTribe technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
DriveTribe partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor, core and flagship.
- CORGIminorPartnership began 2025 after successful collaboration creating model replicas of Richard Hammond's RS2000 featured on his workshop show. Another exciting replica coming soon.
- CarMats.co.ukminorUK-based specialist in custom-fit car mats. Partnership provides products for DriveTribe vehicles while leveraging DriveTribe's audience reach.
- NilfiskcoreNew long-term partnership (2025) with global leader in cleaning equipment. Original video and social content showcasing Nilfisk products across DriveTribe's fleet of project cars. Nilfisk also to have presence at DriveTribe Live 2026.
- LG Electronics (LG Channels)flagshipFirst-of-its-kind partnership to bring DriveTribe content to LG's FAST (Free Ad-Supported Streaming TV) platform. DriveTribe content debuts on LG Channels March 2025, offering mix of high-octane classics and exclusive new content. Revolutionary distribution channel reaching smart TV audiences.
- Leighton VansminorUK specialist in premium van conversions and vehicle upgrades. Premises in Sheffield, Milton Keynes, Norwich and Australia. Partnership provides vehicle upgrade services.
- Adrian FluxcoreExclusive partnership (2024) providing specialist motor insurance coverage for DriveTribe's diverse fleet of vehicles across DriveTribe and More DriveTribe channels.
- Ben CollinscoreExpanded partnership with Ben Collins (Former Stig) making him more prominent presenter on DriveTribe channels. DriveTribe also assists with production input on his BenCollinsDrives YouTube channel. Strategic talent expansion plan.
- Discovery+coreThree-year collaboration providing bespoke marketing plans and creative executions for Richard Hammond's Workshop TV show. DriveTribe provides video production and marketing team to produce engaging content surrounding the series.
- GTechniqflagshipFourth consecutive year partnership. Premium ceramic coating and car care products. Generated 3.1 million plays and 28 million impressions in 2023. GTechniq sponsors Show and Shine competition at DriveTribe Live events (2023, 2024). Partnership continues to expose brand to DriveTribe's 10 million followers.
- LIQUI MOLYflagshipFifth consecutive year partnership (since 2020). German motor oils, additives and car care brand. Partnership generated over 54 million impressions and 5 million video plays in 2024. New two-year contract extension signed for 2025-2026 with brand new project car series planned. LIQUI MOLY sponsor of DriveTribe Live 2025 at Bicester Heritage.
- Richard HammondflagshipCo-Founder and Creative Director. One of the original Top Gear trio founders. Involved in Hammond's Workshop TV show production and numerous DriveTribe content pieces.
Scale indicators16 records
Recent moves6 records
Expansion highlights6 records
DriveTribe competitors and assessment
Company assessmentDirect peers
- Donut Media: US-based automotive media brand producing YouTube-first content, branded integrations, and merchandise for car enthusiasts. Closely mirrors DriveTribe's model of combining an owned audience with automotive marketing services for brands.
- Throttle House: Independent automotive YouTube channel and content studio producing long-form reviews, features, and brand-sponsored content. Comparable as an automotive-focused content creator monetizing through partnerships with enthusiast audiences.
- Petrolicious: Automotive video content studio producing high-production-value films on classic and enthusiast cars, distributed via YouTube and partnerships. Comparable as a premium automotive video producer monetized through brand integrations and sponsorships.
- XCAR Films: Automotive video content brand producing high-end car features, reviews, and brand-sponsored content for YouTube and social. Comparable as a video-first automotive content creator selling to enthusiast audiences and brand partners.
Broad incumbents
- Carwow: UK-founded automotive marketplace and media platform with large YouTube presence and original video content. Comparable because it combines automotive audience scale with brand marketing and content monetization, though its primary business is car-buying transactions.
- Auto Trader: UK's leading automotive marketplace with substantial editorial/video content arm serving car buyers and advertisers. Comparable as a UK-based automotive media platform monetizing brand relationships, though at significantly larger scale.
- MotorTrend: Long-established US automotive media brand producing editorial, video, and streaming content (MotorTrend TV) with brand partnerships. Comparable as an automotive content publisher with video production and advertiser relationships, though much larger and more diversified.
- Hagerty Media: Media division of Hagerty, the collector car insurance and marketplace company, producing enthusiast video content (Hagerty Drivers Foundation, Redline Reviews via acquisition). Comparable because it pairs automotive content with brand sponsorship and events for enthusiast audiences.
Regional players
- PistonHeads: UK-based enthusiast automotive marketplace and editorial site owned by Carwow. Comparable as a UK automotive content destination for enthusiasts with brand integrations, though it operates primarily as a listings/editorial site rather than video-first.
Emerging players
- Car Throttle: Automotive enthusiast platform with social-style content, articles, and video for a global car-loving audience. Comparable as a multi-platform automotive media brand targeting similar enthusiast demographics with brand partnership opportunities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
DriveTribe social profiles
Digital presenceDriveTribe financial estimates
Financial estimateRevenue estimate
Valuation estimate
DriveTribe leadership team
Management profileNumber of profiles
Profiles10 records
DriveTribe funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DriveTribe M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DriveTribe
What does DriveTribe do?
DriveTribe is a community-first automotive content platform and B2B marketing/production agency. It operates highly engaged social media channels on YouTube, Instagram, Facebook, TikTok and Twitter (10M+ followers) and sells bespoke branded video content, video integrations, social content creation, and targeted social ad campaigns to automotive brands. It also provides full-service automotive video production including event coverage, drone filming, and press packs.
Is DriveTribe a public or private company?
DriveTribe is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DriveTribe founded?
DriveTribe was founded in 2016. It employs 51 to 100 people.
Where is DriveTribe based?
DriveTribe is headquartered in London, United Kingdom, in the Europe region.
How does DriveTribe make money?
Five revenue lines are on record. Bespoke Branded Video Content is the primary driver. The others are branded Video Integrations, social Content & Management, targeted Social Ad Campaigns and FAST Platform Content Distribution.
Who are DriveTribe's main competitors?
Direct peers on record are Donut Media, Throttle House, Petrolicious and XCAR Films. Broad incumbents are Carwow, Auto Trader, MotorTrend and Hagerty Media. PistonHeads is listed as a regional player. Car Throttle is listed as an emerging player.
Does DriveTribe have an API?
No public API is recorded for DriveTribe.