UK-based automotive media company targeting millennials/Gen Z. Founded 2009, Car Throttle exploded on Facebook (2013-2018) with memes, builds, and challenges. YouTubers Alex Kersten and Ethan Smale became faces of the brand.

Meme-First Strategy

Car Throttle pioneered automotive meme culture: “RIP headphone users” (loud exhaust videos), “I see you’re a man of culture” (appreciation posts), and car-vs-car debates. Facebook videos generated 100M+ monthly views (2016-2018), rivaling traditional automotive media.

The hashtag encompasses community posts (#CTCommunity), meme reposts, and build documentation. YouTubers like Engineering Explained, Donut Media, and Mighty Car Mods collaborated, cross-pollinating audiences.

YouTube Builds

Car Throttle’s YouTube channel (2M+ subscribers) documented project cars: BMW E36, Toyota GT86 turbo builds, and cheap car challenges. Alex Kersten’s passion and Ethan’s technical expertise created relatable content for enthusiast-but-not-rich audiences.

Signature series included “This vs That” (car comparisons), “Project Cars” (long-term builds), and “Car Science” (engineering explanations). The brand made car culture accessible to non-experts.

Algorithm Decline & Pivot

Facebook’s 2018 algorithm changes devastated video publishers. Car Throttle’s views collapsed 90%, forcing layoffs and restructuring. The brand pivoted to YouTube, mobile apps, and community focus.

#CarThrottle represents millennial car culture: memes, affordable builds, and community over elitism. The hashtag survived algorithm changes, proving engaged communities outlast platform trends.

Sources: Car Throttle YouTube, Facebook algorithm impact coverage, [Social Blade analytics]