What I Didn’t Know Makes Me Feel Silly Now

Back on May 2nd 2010, I was enjoying a fantastic, sunny day surrounded by Ferraris. As a junior in college, my friend Josh and I decided to attend one of the most memorable shows we had ever been to, Ferraris on the Vine. It was held at the Williamsburg Winery, which made for a very appropriate, sophisticated setting to take in the mechanical prancing horses. We had an absolute blast and I have many videos from the event on my YouTube page.

As some of you know, I wanted to be an automotive journalist since high school. I had started All Out Octane in 2010 with a blog, YouTube channel, Twitter, and Facebook Page, as well as a website, which was part of my journalism courses in college. Other than that, I really was not on any path to become an actual automotive journalist. I was not taking any actual steps to get into that career. I knew no one in that field, didn’t own a cool car, had no experience in writing for a publication nor any mechanical experience, and well, combine with all of that and a bunch of other factors, being a career automotive journalist has not been my path in life. What you read here and see on my YouTube page is as close to it as I have come.

So here is where things get interesting. Back to the Ferraris on the Vine event, I was not the most educated automotive enthusiast as I am now days. In attendance that day was David E. Davis Jr., the FOUNDER of Automobile Magazine. I had no clue. I was more enthralled by the cars than the people who were there. Which is quite sad as well, because someone pointed out Dan Gurney, whom I walked over to while he was sitting on a golf cart, and chatted with him a bit. I had no idea who he was and I have no idea what we talked about. Thirty three year old me is feeling so silly for not knowing who those, incredibly famous, automotive icons were, and for not trying to glean as much information from them as I could, especially Davis. What I didn’t know, now makes me feel so silly. Cheers to being young and…not so smart.

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Bronco Launch: Boom or Bust?

Ford introduced the Bronco on Monday night and it was met with great fanfare and rejoicing. I have been incredibly excited for it to debut and would love to have put down a deposit on one. The website to reserve one crashed almost immediately. It will be a very successful and popular vehicle. But for as hyped as the Bronco was, the launch, especially being all virtual, did not go as well as it could have in my opinion, and here is why.

Ford teamed up with Disney Creativeworks to create three short films about the Bronco directed by Jimmy Chin. You can watch each film here, here, and here. They were shown around the 8 o’clock hour on Monday, July 13th. One on ABC, one on ESPN, and the last National Geographic. Ford also did a virtual launch on their YouTube channel.

After watching all three, I now see what Ford was trying to do and where they were trying to go. They are trying to say get off your butt and go out in nature. Stop watching it on TV, get in a Bronco, and go live. They want to show they are going back to their roots, ready to tackle the tough terrain and take on Jeep. It is showing that Ford has climbed up out of there old ways because each film has climbing in it. Jimmy is not just an award-winning film director, he is also a climber. That is evident in all three short films that he made. The climbing aspect was much better in Jimmy’s own film than it was in the other two.

Jimmy’s own film was just much better overall. He did better at making the Bronco a part of his story, sort of like a supporting role, rather than just a vehicle being driven by a celebrity. I do not want to belittle those celebrities either. Their stories were amazing and they are awesome people. I just don’t think Jimmy could incorporate the Bronco into them as well and it seemed more forced and less natural. But that is simply my opinion.

The main issue I have is this. For as much hype that had been put into these films and the Bronco launch in general, it was insanely overrated. It is also ridiculously hard to find where they said they said they were going to place these films. They said they would be available on Hulu starting July 14th, the day after the launch. Maybe they were there. I wasn’t able to check. But, I did check on July 16th and did not find them. I searched, but I didn’t see anything Ford or Bronco related. Therefore, I went to YouTube. All three films are there but they have so few views in my opinion. Ford really dropped the ball on these films, I think. The most views one of the films has is 272,000. You might think that is a lot, but when you look at the live launch they debuted on YouTube, that video has over 2.8 million views. The films to me were a total dud and a total distraction.

Ford has had issues with launches in the past, especially the Explorer. If you want to hand Ford a pass because of the pandemic, that is fine. I will cut them a little slack. But really, they have rumored the Bronco for YEARS. Ford kept changing the date because the first launch date was set to be in the spring of 2020. Then the pandemic hit and caused them to set a new date. That date was July 9th, which was OJ Simpson’s birthday. How did they not know that? When your vehicle is associated with something like that, one would think a simple Google search would tell you a birthday? Not intentionally doing that, and wanting to not cause controversy, they moved it to July 13th and said all 3 films would come out across 3 Disney network of channels. Then there would also be something on YouTube. Yet, in none of these did a CEO get up and say anything about the vehicle, or show one in action in real life. Everything was staged and filmed prior. Nothing was live. There were hardly any facts given that we didn’t already know.

If it seems like I am ranting and long-winded it is because I can’t seem to articulate how confusing this launch was. My point is this. It should have been a very simple, inspiring, and proud event. In reality, it had very few of those things.

Let me be clear though. The Bronco launch did not fail. There was so much hype about it to begin with that it really couldn’t fail. It just wasn’t as amazing as it could or should have been in my journalism degree, automotive enthusiast opinion.

Automotive Literature

It was during a study hall my junior year of high school that a huge aspect of my automotive passion grew into something far larger than just being a kid who liked cars. I wanted to do something with that passion. The pivotal moment was seeing the January 2007 Automobile magazine with the Nissan GT-R concept on the cover. After picking it up and soaking in every bit of information about that car, along with all of Ezra Dyer and Jean Jennings article, I made up my mind. I wanted to be an automotive journalist.

Upon going into my senior year, I took all the journalism classes in high school I could. I was late to the party on most, being that many were designed to be taken as a freshman so you could write for the school paper by your senior year. So, I didn’t get to do that. But every class assignment I wrote was car related some how.

I wasn’t keen on going to college but my parents wanted me to, so I went. I was accepted into Regent University, the first and only college I applied for. They didn’t have a journalism program for undergrad when I arrived, but by my sophomore year a bachelors journalism program was created and I immediately declared that my major. All throughout college I wrote about cars for every assignment that was students choice to write about. The school had no newspaper, and was pioneering the digital media segment. I wasn’t on any of those teams or classes, so there was not a lot of potential from my school to really get a solid foundation towards a career in journalism.

Even though the internet was becoming a large source for up to date automotive content, automotive magazines were some of my favorite things to get information from. It was also a lot of fun to get things in the mail. Plus they could be had for so cheap, that even as a college kid, I could afford them. Automobile, Road & Track, Car and Driver, Motor Trend, and Hot Rod, showed up on my doorstep faithfully every month. Flipping through the pages, seeing the wonderful images of cars in hand, smelling the paper that was freshly printed, it was wonderful.

Sadly, I never took the necessary steps to get into the automotive community. My passion was still primarily a dream. I didn’t own a cool car, I never applied for internships (the economy was really sucky from 07-11 while I was in college), and sadly, I didn’t utilize the internet to my advantage. I blame myself for a lot of missed opportunities and not working hard enough to become an automotive journalist. I never really believed in myself to achieve my dream.

Regardless of what happened in the past, automotive literature has kept my spark alive. I was able to write for Barn Finds for a while, which was an awesome opportunity. Now, I am taking my automotive passion and actually applying myself. These blogs will hopefully keep coming. I appreciate all of you who read them.