Velocity will officially switch to MotorTrend Network on November 23—Black Friday—as parent company Discovery builds out the brand’s multiplatform services.
The rebrand unites MotorTrend’s nearly 70-year history as a leading information-based automotive media brand with Velocity’s position as a channel for automotive programming, according to Discovery.
“Seven years ago, I had the privilege of working with an amazing team at Discovery to create Velocity – the only television home for fans of the car genre,” Robert S. Scanlon, president of MotorTrend Network and video content, MotorTrend Group, said in a statement. “MotorTrend Network represents the next great content innovation for this underserved audience. With the network, the MotorTrend App and MotorTrend.com, we’re going to provide deeper, richer, more engaging experiences for consumers on any device, anytime.”
Discovery revealed plans for the relaunch last spring, and its set to go into effect after months of buildup that’s part of a larger effort to increase multiplatform content around specialized programming genres. In addition to the linear network, MotorTrend offerings include a YouTube channel, as well as websites such as Hot Rod, Roadkill, Automobile and Truck Trend.
The new branding is also meant to create more consistency for fans and advertisers alike.
“The Motor Trend Group is the only place where advertisers can buy across linear TV, digital and social media platforms, live events and branded content to carry a unified message reaching potential car buyers and an affluent male audience,” Discovery sales chief Jon Steinlauf said when the name change was first revealed, Deadline reports.
The rebranded network will debut November 23 at 6 am. with a special block of fan-favorite episodes from series Bitchin’ Rides, Wheeler Dealers and Iron Resurrection.
Later that evening, at 5 p.m. MotorTrend’s popular Best Driver’s Car 2018 will make its television premiere, followed by episodes of Dirt Every Day, Hot Rod Garage, and Roadkill Classics.
Then at 9 p.m. the network will premiere MotorTrend Live, taped in front of a live audience during the 2018 SEMA Show in Las Vegas. Considered a definitive event for car fans, the one-hour special is hosted by Chris Jacobs and Cristy Lee, and features interviews with automotive celebrities such as Dave Kindig, Kevin Schiele, David Freiburger, Mike Finnegan, Ant Anstead, Mike Brewer, Wayne Carini, Craig Jackson and Steve Darnell.
The programming will continue with a two-hour special of Bithcin’ Rides at 10 p.m., then later in the month a new season of Graveyard Carz premiering November 30 at 9 p.m., and the fifth and final season premiere of FantomWorks on December 5 at 9 p.m.