Mobil 1 and Hagerty announced a multi-year partnership at SEMA 2022 to “to serve their consumers better by bringing automotive culture to new heights – on and off the road – with a focus on compelling content, cultivating communities, and providing car care with purpose.”
What this means for consumers is additional access to the Mobil 1 family of racers, drivers and enthusiasts, a boon for Hargerty’s storytelling arm. Alternately, it also allows Mobil 1 to partner with the lifestyle brand to expand knowledge on car care and the importance of regular maintenance.
The collaboration will also allow Mobil 1 to expand its experiential efforts, like the esports and gaming efforts, and introduce enthusiasts to Hagerty’s vehicle storage and exclusive social club, Hagerty Garage + Social.
“We started as an insurance company to protect the vehicles we all love,” said Larry Webster, Senior Vice President of Media and Editorial, Hagerty. “But we’ve grown into an automotive lifestyle brand because the passion of driving enthusiasts is so much bigger than the car themselves. The builders, the stories, the gatherings and – yes – the cars, are why more than 750,000 drivers are part of Hagerty’s Driver’s Club. Empowering people who love cars of all types is what motivates Mobil 1 and Hagerty to serve driving communities together.”
The collaboration was in full evidence at SEMA 2022, with a display of vehicles like the Hoonipigasus, and Rosie: The Legendary ‘57 Cadillac Seville in the booth to show the diversity in passions and interest that characterize enthusiasts.
RacingJunk spoke with Doug Clark of Hagerty about the collaboration, about car culture, and what he can expect from both sides as the partnership moves forward.