The Smoking Tire

What The Smoking Tire does

The Smoking Tire is a privately held, multi-platform automotive media brand operating from Culver City, California. Its core function is producing and distributing enthusiast-focused automotive video, audio, and editorial content hosted principally by Matt Farah — an automotive journalist with 20+ years of experience, 2,000+ car reviews, and the role of Editor-at-Large at Road & Track. Content distribution spans a dedicated YouTube channel, the podcast, live events (including a Detroit Podcast City live episode), and Vimeo On Demand.

The business model combines consumer-direct monetization with brand partnerships. Consumer-facing revenue comes from Patreon subscriptions (starting at $3/month), TST Merch merchandise, and paid documentary films such as "All Cars Go To Heaven" distributed via Vimeo On Demand. B2B revenue is generated through advertising sponsorships with niche enthusiast brands (Dillon Optics Eyewear, Off The Record, UnderTheCuff) and video-production services. A related-entity extension, Westside Collector Car Storage, has expanded to a second physical location, indicating some founder-driven vertical integration beyond pure media.

Operationally, the company is bootstrapped with a small team centered on two principals. No outside funding rounds, headcount figures, or financial disclosures were present in the input. The competitive positioning is built on host credibility, multi-channel distribution, and a self-reported #1-download automotive podcast brand. The principal risks are key-person dependency on Matt Farah, content-platform algorithm exposure, and the absence of enterprise-scale revenue concentration that would provide through-cycle stability.

Name

The Smoking Tire

Legal name

The Smoking Tire LLC

Website

https://thesmokingtire.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

The Smoking Tire is a bootstrapped, Culver City-based automotive media company producing video, podcast, merchandise, and documentary content for car enthusiasts, monetized via sponsorships, Patreon, merchandise sales, and paid film distribution.

Ownership category

akta.pro rank

Product category

Automotive Media and Content Production

NAICS

Motion Picture and Sound Recording Industries (512), Sound Recording Industries (5122)

SIC

Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Automotive & Transportation Magazines (MPAJAEAI)

akta.pro secondary industry

Live Podcast Recordings (MPAGACAJ)

Keywords

• Automotive video production
• Car review content
• Automotive podcast
• Automotive media production
• Automotive documentary films

Headquarters

HQ city

Culver City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Advertising and Sponsorships: The Smoking Tire offers ad placement within editorial videos, podcasts, and social media channels. They also have named sponsors/partners including Dillon Optics (eyewear) and Off The Record (legal services).
2. Patreon Subscriptions: Patron subscriptions starting at $3/month providing ad-free experience, early access to content, live broadcasts, and exclusive content.
3. Merchandise Sales: TST Merch store selling branded merchandise including apparel and accessories.
4. Film/Content Sales: Documentary films 'All Cars Go To Heaven' volumes sold via Vimeo on Demand platform.
5. Video Production Services: Automotive commercial video production services offered to clients, with over 30 collective years of industry experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Smoking Tire produces and distributes automotive media content centered on unfiltered, unedited car reviews ("One Take" videos on YouTube), a bi-weekly 90-minute automotive podcast, and the "All Cars Go To Heaven" documentary film series. It monetizes this content through sponsorships and advertising, Patreon subscriptions, branded merchandise, and direct film sales, while also offering automotive commercial video production services to clients.

Product overview

The Smoking Tire is a multi-platform automotive media company offering a unified content portfolio centered on car reviews, industry discussions, and adventure filmmaking. The core offerings include the YouTube channel (featuring 'One Take' video reviews), the bi-weekly podcast (90-minute video talk show with automotive industry guests), and the 'All Cars Go To Heaven' documentary film series available on Vimeo. The company monetizes through TST Merch and Patreon membership (offering ad-free and early-access content). The products share a unified editorial voice focused on unfiltered, enthusiast-grade automotive content.

Differentiator

Problem solved

Functional benefit

Products and services

• The Smoking Tire YouTube Channel Primary video platform featuring unfiltered, unedited car reviews — including "One Take" reviews airing every Monday and Wednesday — covering cars new, old, stock, modified, fast, slow, and random.
• The Smoking Tire Podcast Twice-weekly, 90-minute video talk show covering the car industry, behind-the-scenes testing experiences, and automotive/entertainment industry conversations, hosted by Matt Farah and Zack Klapman with weekly guests.
• All Cars Go To Heaven Documentary Films Documentary-style adventure film series sold via Vimeo On Demand: Volume 1 follows a $2,000 Jeep Cherokee across Washington state trails; Volume 2 features three cars across 819 miles of Utah desert; Volume 3 "The Crossver" continues the series.
• TST Merch Store Official The Smoking Tire merchandise storefront offering branded apparel and accessories sold directly to consumers.
• Patreon Membership Patreon-based membership program offering ad-free content, early access to episodes, live broadcast access, and exclusive perks for patrons starting at $3/month.
• Automotive Commercial Video Production Services Bespoke automotive commercial video production services offered to clients, leveraging over 30 collective years of industry production experience.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Dillon Optics EyewearminorGTM or Marketing PartnerOfficial eyewear sponsor of The Smoking Tire. Their patented NIR Lens Technology uses two polarizers for clear image and UV protection. TST receives free products and promotional support; Dillon Optics benefits from brand association with automotive content.
• Off The RecordminorGTM or Marketing PartnerOfficial Legal sponsor of The Smoking Tire. OTR provides 10% discount to TST listeners using code TSTPOD. They offer legal services for traffic tickets with 97% success rate, covering 90% of USA. TST promotes OTR services to audience.
• Westside Collector Car StoragecoreOthersFounded by Matt Farah, serves as the physical hub of The Smoking Tire universe. Specialty parking garage, members social club, and concierge service for classic and sports car owners. Studio location for podcast recording. Now has two locations in Playa Vista and South Bay.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Road & Track: Established Hearst-owned automotive magazine and digital outlet where Matt Farah serves as Editor-at-Large. Overlaps with TST in editorial voice and audience but operates a much broader editorial portfolio.
• Car and Driver: Established Hearst automotive publication producing reviews, video, and buying guides. Competes for enthusiast audience and automaker sponsorships at much greater scale than TST.
• MotorTrend: Major automotive media brand (Warner Bros. Discovery) producing reviews, video, and original programming. Overlaps in automotive video and editorial coverage with materially greater production and distribution resources.

Direct peers

• Throttle House: Two-host automotive YouTube channel producing weekly reviews, comparison tests, and enthusiast content. Closely comparable format and audience, with similar host-driven brand identity.
• Doug DeMuro: Independent automotive YouTube personality producing quirky, enthusiast-grade car reviews. Closest direct peer in audience, format, monetization model (ads + own auction platform Cars & Bids), and personality-driven brand.
• http://thesmokingtire.com/DRIVE: Multi-channel automotive video network producing enthusiast-grade reviews and series content. Direct competitor for YouTube viewership and sponsor revenue in the automotive enthusiast segment.
• Petrolicious: Premium automotive video media brand producing high-production documentary-style content about enthusiast cars. Comparable in long-form video craft and enthusiast positioning, though at a higher production tier.
• Regular Car Reviews: Long-running independent automotive YouTube channel producing long-form, culturally-aware car reviews with a distinctive voice. Directly comparable in format, audience, and unfiltered editorial positioning.
• SavageGeese: Independent automotive YouTube channel focused on technical, enthusiast-grade reviews and engineering deep-dives. Direct competitor for enthusiast viewership and sponsor dollars.

Others

• Bring a Trailer: Online auction platform for enthusiast cars that also produces editorial video content (referenced in TST's Instagram). Adjacent ecosystem participant: shares audience, occasionally features TST creators, and competes for collector-car community attention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/thesmokingtire
• Instagraminstagram.com/thesmokingtire

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 The Smoking Tire