How To Become An Automotive Journalist

As a freelance journalist, you will want to find a speciality, or beat, that suits your general interests. If you’re a car enthusiast, automotive journalism can be an alluring option because you can report on industry trends, test out brand new cars, and connect with other people who share your passion. However, it may seem difficult to break into this corner of the media industry. But worry not, automotive journalism actually lends itself to self-publishing and social media content. 

Here’s a guide on how to become an automotive journalist. 

Find Your Niche

According to Daniel Golson, a senior editor at Jalopnik, an important first step is assessing what new perspectives you will bring to the automotive space and which specific subjects you’d like to cover. “Don’t write what you think people want to read,” he said. “Write what you personally would want to read.” 

Victoria Scott, a staff writer at Motor1, told Study Hall that automotive journalism is very “passion-based.” 

“You need to be somebody who at least has a passing interest in automotive culture, future mobility tech, electrification,” she said. “[You need] some angle of it that you find very compelling.” 

Scott noted that she has a lot of experience modifying cars which has come in handy in her writing. She also said that there isn’t a rigid path to entering the industry. The automotive journalism world is filled with people who derived their car knowledge in numerous ways. So, if you don’t think you fit into a specific trajectory to becoming an automotive writer, don’t feel discouraged.

Self-Publishing 

As with any beat, landing your first byline may seem daunting. However, automotive journalists that Study Hall spoke to all said that self-publishing — starting your own blog, podcast, TikTok, Instagram account, or newsletter — is a great option to establish your voice and presence within the scene. 

“If a new car gets revealed, let’s say there’s some new craze like the new Aston Martin supercar, even if you’re not selling the story somewhere, start a Substack and blog and write your new story,” Golson said.

He also said that weekend car shows make for fantastic blog posts. 

The goal of self-publishing should be to hone in on your voice, audience, and particular interests within the realm of automotive journalism. When you have the chance to connect with an editor at an outlet, this content can be key in showing that you’re knowledgable on the subject. 

Just because you’re self-publishing doesn’t mean the quality has to dip, however.  

Chris Landry, the founder of Gears and Queers, said that aspiring automotive journalists should still try their best to “contribute something exciting and fresh” and that they are “actually stating facts and having an opinion that is quantifiable.” 

It’s key to stay up to date on new developments.

“Have an idea of the broad strokes of the industry and where things are going,” Scott said. 

“You should have a working concept of EVs and how they work and how they get charged but if your specialty is off-road truck racing then make sure you know as much as possible because it will help you,” she added. 

Maintain Journalistic Integrity and… Slow Down 

Chances are that you are venturing into automotive journalism because you’re a car enthusiast. That being said, you shouldn’t let your enthusiasm get in the way of your career prospects. 

Landry stressed that it’s crucial to maintain journalistic integrity and bring a sense of objectivity to your writing. After you rack up a few bylines and get into the car reviewing space, you may get access to cars to drive, test, and review for an outlet or your own blog or social media account. This may come with an implicit pressure to write a glowing review just so you continue to get access from a brand. 

“You don’t just want to sing praises for something just because you know that it’ll make them give you another car,” Landry noted. 

Additionally, you will want to be careful with the vehicles you’re reviewing. Keys to a sports car is not an invitation to do an homage to The Fast and the Furious. 

“Don’t treat automotive journalism as a chance to go use the roads as a personal racetrack, you are not special compared to the rest of the people who are using the roads,”  Scott warned. 

“Don’t try to be memorable, don’t be a hero with how you drive,” she added.

Find Mentors and Network

“Just reach out to people and put yourself out there,” Golson advised. 

He said that when approaching outlets, you should specifically ask the type of content they want to assign freelancers. While some may be open to in-depth culture stories, other outlets may just need freelancers to help out with news and SEO pieces. Responsive editors will inform you of their content needs. 

Landry said that you should try to join your local chapter of the Automotive Press Association, an organization which can get you access with manufacturers and various events. While social media is a tool for networking, the great thing about the automotive beat is that there are a myriad of chances to connect with people in-person at meetups. At these events, you can mention your own specific social media accounts and build from there. 

To stand out in a crowded field, you should be unafraid to experiment with form. You may find that you get more inspiration by using the automotive beat as a jumping off point to do discuss more general topics. Scott points to how Hunter S. Thompson penned motorcycle reviews that had his personal flair. Last year, for Road & Track, she wrote a cultural critique of the Tesla Cybertruck which recounted and reassessed decades of American history. By dubbing the Tesla Cybertruck the “most 2023 car out there,” she explored what, exactly, is drawing people to this odd-looking, dystopian vehicle. In other words, it was more than just a standard car review that rated it on its utility or design. 

“As with any kind of writing, knowing more about the broader culture is always going to help you,” Scott said. “The best automotive writers look much more like culture writers.” 

Opportunity Finder is streamlining the process of finding editors, searching for rates, and sifting through pitch guides. This is a product built by former freelancers who have firsthand experience with pitching and contacting editors. Try Opportunity Finder.