TopGear represents a third wave of motoring media: never before had there been a motoring brand that fills the gap between motoring niche and mainstream entertainment. Prior to TopGear, motoring brands focused on satisfying the needs and wants of car enthusiasts, with dry and highly technical car reviews, and a failure to acknowledge that a passion for cars could extend outside the functional and into the experiential. TopGear took their passion for cars, stripped away the stats, added enthusiasm, and some thrilling stunts and challenges, and came up with an entertainment format that was accessible to a broader audience. TopGear’s unique positioning is not all engineering, nor is it all about experience, it is entertainment and it’s driven by sheer unalloyed enthusiasm.
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