What Petrolicious does

Petrolicious, founded in 2012 and headquartered in Culver City, California, is an automotive media and direct-to-consumer commerce platform serving classic and collector-car enthusiasts. Its core editorial offerings are documentary-style film series (Made to Drive, Morning Coffee, Soul Made, Master Mechanics, Homologation Specials, Peking to Paris) and a written Journal covering motorsport, car culture, and automotive history. The company distributes content through its own website and across YouTube, Instagram, Facebook, Pinterest, and X. Under the duPont REGISTRY Group umbrella, Petrolicious also sits alongside adjacent luxury automotive media and marketplace brands such as Sotheby's Motorsport, Supercar Owners Circle, Cavallino, and Canossa, which provides cross-brand audience access.

The commercial product set consists of three pillars: a recurring print publication (The Petrolicious Post, a monthly newspaper subscription at $5.99/month or $71.88/year, shipped globally with month-end cutoffs); a branded apparel and accessories line (the Factory Collection: t-shirts, crewnecks, caps, key tags); and curated sub-brand collaborations including the Dos Santos Collective (limited-edition hand-poured concrete automotive sculptures, e.g., a 100-piece Porsche 917 K), Alex Staidle Studios art prints, and a Steve McQueen merchandise collection. Commerce runs on Shopify with broad payment coverage (Shop Pay, PayPal, Apple Pay, Google Pay, major card networks, plus regional methods like Bancontact, iDEAL Wero, and JCB) and AfterShip order tracking.

The business model is fundamentally content-led growth: Petrolicious builds audience and brand affinity through editorial films and articles, then monetizes that audience via subscriptions, apparel, and limited-edition collectibles. With a 1–10 person team, the operation is lean; there is no disclosed AI capability, no venture funding history, and no named enterprise customers. Ownership sits within the duPont REGISTRY Group, a diversified luxury automotive conglomerate, which provides strategic and distribution synergies but also indicates Petrolicious is a brand unit rather than a standalone high-growth venture.

Name

Petrolicious

Legal name

Petrolicious

Website

https://petrolicious.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Petrolicious is a privately held automotive media and DTC commerce platform, founded in 2012 and operated under duPont REGISTRY Group, producing documentary-style films and editorial content about classic and collector cars and monetizing a global enthusiast audience through print magazine subscriptions, branded apparel, and limited-edition art collaborations.

Ownership category

akta.pro rank

Product category

Automotive Media and Lifestyle

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Books: Publishing Or Publishing & Printing (2731)

akta.pro primary industry

Consumer Lifestyle & Fashion Magazines (MPAJAEAA)

akta.pro secondary industry

Direct-to-Consumer (D2C) Sales & Merchandising (Publisher Stores, Bundles) (MPAJAKAD)

Keywords

• Automotive media content
• Classic car films
• Print car magazine
• Collector car culture
• Automotive merchandise

Headquarters

HQ city

Culver City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Print Magazine Subscription: The Petrolicious Post is a monthly printed newspaper/magazine delivered to subscribers worldwide, featuring automotive stories, photography, and editorial content about classic and collector cars.
2. Merchandise Sales: Sale of branded apparel and accessories including t-shirts, crewnecks, caps, key tags, decals, and art/print products through the Petrolicious e-commerce store.
3. Art and Print Products: Sale of art prints, posters, books, and scale model products through the shop, including collaborations like Dos Santos Collective concrete art pieces.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Petrolicious produces and distributes original automotive media, including documentary-style film series and a written Journal, alongside a monthly print newspaper called The Petrolicious Post shipped to subscribers worldwide. The company also operates a direct e-commerce store selling branded apparel, art prints, scale models, books, and collaborative collectibles such as Dos Santos Collective concrete car sculptures.

Product overview

Petrolicious is a multi-platform automotive media and e-commerce company offering a unified experience across editorial content and branded merchandise. The core offerings consist of Petrolicious Films (documentary-style video content organized into series such as Made to Drive, Morning Coffee, Soul Made, Master Mechanics, Homologation Specials, and Peking to Paris), the Petrolicious Journal (written editorial coverage of car culture, motorsport, and automotive history), and The Petrolicious Post (a monthly printed newspaper celebrating classic automobiles shipped worldwide). E-commerce operations center on the Factory Collection of Petrolicious-branded apparel and accessories, alongside curated sub-brands including the Dos Santos Collective (handmade concrete automotive sculptures), Alex Staidle Studios (art prints), the Steve McQueen Collection, accessories, books, and scale models. All content and commerce are operated under the duPont REGISTRY Group umbrella.

Differentiator

Problem solved

Functional benefit

Brands

• The Petrolicious Post: Monthly printed newspaper featuring stories about automotive collectors, drivers, and classic automobiles. Ships worldwide to subscribers.
• Factory Collection
• Dos Santos Collective

Products and services

• Petrolicious Films

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

Partnerships

One partnership is on record.

• DuPont REGISTRY GroupcoreOthersPetrolicious is owned and operated as part of the duPont REGISTRY Group, a luxury automotive media company that encompasses multiple automotive brands including duPont REGISTRY, Sotheby's Motorsport, Ferrarichat, Canossa, Cavallino, Supercar Owners Circle (SOC), Retromobile NY, duPont REGISTRY Live, Elferspot, and LLP Exotic Auto Finance.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Sotheby's Motorsport: Sister brand within duPont REGISTRY Group focused on luxury automotive auctions. Comparable as a sibling luxury-automotive property serving the same high-net-worth collector audience.
• duPont REGISTRY: Sister brand within the same parent group, focused on luxury automotive marketplace and media. Directly comparable as a high-end automotive media/e-commerce property serving the same collector-car audience.
• Hagerty: Media, marketplace, insurance, and events platform built around collector-car enthusiasts. Closely comparable business model — content-driven audience monetized across subscriptions, commerce, and live experiences.
• Bring a Trailer: Collector-car auction platform with a strong editorial/content layer. Comparable as an enthusiast-first automotive media property that monetizes an engaged collector audience through transactions.
• Hemmings: Long-running classic-car media brand with print magazine, classifieds, and events. Closely comparable to Petrolicious as a classic/collector car enthusiast media property combining editorial with commerce.
• Octane Magazine: Premium international magazine and digital platform covering classic and collector cars. Comparable as a print-led enthusiast automotive lifestyle publication with global distribution.

Broad incumbents

• MotorTrend: Large-scale automotive media brand covering news, reviews, and lifestyle. Comparable as automotive enthusiast media, though broader in scope and mass-market rather than luxury/collector focused.
• Car and Driver: Major consumer automotive media outlet with reviews, news, and lifestyle content. Comparable as automotive enthusiast media, but operates at mass-market scale across new vehicles rather than classic/collector focus.
• Road & Track: Established enthusiast automotive publication covering performance, culture, and collector vehicles. Comparable in editorial DNA and enthusiast positioning, with broader mainstream reach.

Emerging players

• Cars & Bids: Online auction platform focused on enthusiast modern cars (1980s–present), built around community-driven content. Comparable as a digital-first enthusiast automotive media/marketplace, though focused on a younger, modern segment rather than classic/collector.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/petrolicious
• YouTubeyoutube.com/@Petrolicious
• Facebookfacebook.com/petrolicious
• Instagraminstagram.com/petrolicious
• Pinterestpinterest.com/petrolicious
• LinkedInlinkedin.com/company/petrolicious

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Petrolicious