I get this. Motoring influencers are supposed to bring a lifestyle element to the industry. Show people how cool the car features are, what you like about the car and why.

We find that they don’t do that and it comes off as being loaned a car... https://twitter.com/_rebas/status/1322439563856535553

To run errands. There’s a responsibility that motoring influencers have much like motoring journalists do.

Influencers are there to sell a lifestyle, an aspiration of sorts. Driving around not highlighting anything about the car is futile.

Consumers also seldom look to motoring influencers for the above mentioned reasons. When purchasing a car people want facts and an expert opinion and that’s where journalists come in.

Both are very important because consumers are not the same.

Some consumers are okay with the lifestyle element other consumers want the facts.

The introduction of motoring influencers came as a result of OEMs needing to sell cars without using confusing jargon for the everyday consumer.