NPR producer J.C. Howard talks about the impact of car YouTubers on the dealership model, the rise of electric vehicles, and the influence of YouTube videos on consumer behavior.
YouTube car reviews provide a personal and detailed look at cars, focusing on technological features and practical experiences.
Car YouTubers use influencer marketing techniques to sell cars, building personal connections with viewers and shaping consumer decisions.
Deep dives
Car buying process and the influence of YouTube videos
When looking to buy a new car, the podcast host, JC Howard, turned to YouTube for research and reviews. They started by searching for the best electric vehicles (EVs) and eventually narrowed it down to the Tesla Model Y and the Hyundai Ionic 5. Websites like Car and Driver and Edmunds provided initial information, but YouTube became the main platform for in-depth reviews. JC watched numerous videos from car YouTubers like Tesla Joy and Jeeps to see how the cars performed in real-life situations and gain insights into owning an EV. They found that in these videos, the focus wasn't just on the cars themselves, but also on the technological features and practical experiences of owning them.
The allure of YouTube car reviews
JC reflects on the appeal of watching YouTube car reviews and the aspirational lifestyle they project. Unlike traditional commercials or dealership visits, YouTube videos provide a more personal and detailed look at the cars, helping viewers envision themselves in the driver's seat. These videos highlight the advanced technology and features of modern cars, making it more like watching a technology review than a traditional car review. Viewers can watch multiple reviews of different models and brands without the hassle of visiting multiple dealerships, saving time and giving them a broader perspective on their car buying options.
Influencer culture and the car buying experience
JC discusses the similarities between influencer culture and the YouTube car review space. Car YouTubers often use influencer marketing techniques, such as promo codes, to sell cars and related products. They build personal connections with their audience, projecting aspirational lifestyles and profiting from viewers' use of their offer codes. YouTube has created a new paradigm in the car buying process, where viewers trust these YouTubers' experiences and opinions over traditional advertising or dealership interactions. It is a shift towards a digital-first marketing approach, where the online presence of influencers is paramount in shaping consumer decisions.
Navigating ethical and political considerations
JC acknowledges the tension between their personal values and the car they ultimately chose to buy (a Tesla). They struggled with the fact that Tesla's CEO, Elon Musk, has made statements that align with anti-Semitism and racism. The decision to purchase a Tesla was primarily driven by financial considerations, as the desired Hyundai Ionic 5 was too expensive. JC reflects on the broader ethical dilemma of consumerism, acknowledging that many products and companies come with their own ethical concerns. The car buying experience serves as a reminder that consumption choices often involve compromises and require navigating conflicting values.
On today’s episode, Candice Lim is joined by NPR producer J.C. Howard to walk through his personal experience of buying a car. The heyday of Toyotathon and Happy Honda Days are being replaced by car reviewers who have become influencers (and dealers) for major brands. From CarTok to CarTube, vloggers like EverydayChris and Gjeebs are not only upending the dealership model, but also creating parasocial relationships between cars and their consumers.
This podcast is produced by Se’era Spragley Ricks, Daisy Rosario, Candice Lim and Rachelle Hampton.
