Who Are the Best UK Automotive Creators to Work With?

There’s no single answer to who the best UK automotive influencers are. It depends what you’re trying to sell, who you need to reach and, importantly, what sort of content people will actually want to watch.

A workshop tool needs a different voice to a new performance car. An EV campaign needs different expertise to a luxury launch.

There’s no single ranked list that works for every brand. The most useful way to compare automotive creators is by the audience, subject matter and campaign role they are strongest for.

Driven Talent represents a varied mix of automotive creators in the UK, from mechanics and racers to photographers, presenters, podcasters and some of the biggest names in automotive media.

Here’s who brands can work with, and where each one fits.

For workshop, engineering and hands-on technical audiences

Bob Teahan, The Machine Shop

Bob Teahan is a welder, fabricator and machinist with more than 15 years of hands-on industry experience. His content centres on engineering, complex repairs, fabrication and the process behind making things work.

For automotive conversation, enthusiast culture and entertainment

Smith & Sniff

Smith & Sniff brings together Jonny Smith and former Top Gear script editor Richard Porter. The podcast mixes deep car knowledge with humour, nostalgia, obscure automotive references and plenty of unexpected tangents.

For luxury, supercars and premium automotive culture

Charlie Rolls, Rolls Relatable

Charlie Rolls sits where cars meet luxury. His audience is interested in high-end automotive, private aviation, watches, travel and traditional luxury experiences.

For tools, parts and workshop technology

Chris Slix

Chris Slix is an automotive YouTuber with a strong fit for brands that have a real product story to tell. He rebuilds crashed and neglected cars, with restoration, modification and workshop life forming the backbone of the content.

Freddie Atkins, TFJJ

Freddie Atkins, better known as TFJJ, specialises in supercars, rare vehicles, photography and high-end automotive culture. His content takes followers everywhere from London car spotting to Goodwood, Monaco and major international events.

For EVs, classics and restoration

Richard Morgan, Electric Classic Cars

Richard Morgan is the founder of Electric Classic Cars and presenter of Vintage Voltage. His niche is particularly interesting: classic cars converted to electric power.

For motorsport, performance and track-focused audiences

Jodie Sloss Racing

Jodie Sloss is a Scottish racing driver and automotive creator working across competitive motorsport and drifting. Her content takes followers behind the scenes of racing, including the technical side as well as what happens on race day.

Thomas Howarth, Horsepower Hunters

Thomas Howarth built Horsepower Hunters from grassroots car spotting into a career in automotive photography and creative media. Today his work covers performance cars, rare supercars and motorsport around the world.

For hands-on automotive, repairs and restoration

Grace Roberts-Mundy, GraceAutos

Grace Roberts-Mundy is a hands-on creator with a love for retro cars, repairs, upgrades and restoration. She’s not just standing beside the finished car. Much of the appeal is watching her work on it.

For automotive lifestyle, reviews and broader car culture

Jessie Abboud, What She Drives

Jessie Abboud created What She Drives around car reviews, performance, design, motorsport culture and lifestyle. Her content is polished visually but still feels personal, which is a useful combination.

For large-scale automotive media and enthusiast communities

Carwow Group

Carwow Group gives brands access to a much broader automotive media ecosystem, encompassing Carwow, Evo and Auto Express. Carwow itself is particularly well known for reviews, drag races, comparisons and highly shareable automotive video.

Caffeine & Machine

Caffeine & Machine is a slightly different proposition to the individual car creators UK brands usually think of. It is built around real-world car culture, bringing enthusiasts together through venues including The Hill, The Bowl and The Hut alongside digital content and events.

Jonny Smith, The Late Brake Show

Jonny Smith has spent decades around cars as a motoring journalist, presenter and creator. Jonny Smith, The Late Brake Show covers everything from collector visits and road tests to obscure classics and EV conversions

Ben Fowler, Road to Success

Ben Fowler brings a different angle to automotive content through his Road to Success podcast. Interviews with entrepreneurs are recorded from a custom-built VW van studio, combining business storytelling with a recognisable automotive setting.

So, which UK automotive influencer should a brand choose?

Good automotive influencer marketing starts with the audience and the idea, not follower numbers.

Need workshop or technical credibility? Bob Teahan and Chris Slix bring hands-on expertise, while Grace Roberts-Mundy offers a broader hands-on automotive perspective. For conversational automotive content, Smith & Sniff brings deep car knowledge and personality. Luxury and premium briefs can look towards Charlie Rolls or TFJJ, while motorsport aligns with Jodie Sloss and Thomas Howarth. EVs and classics are a natural fit for Richard Morgan and Jonny Smith, and Carwow Group offers broader automotive media reach.

The platform matters too. Instagram can be particularly strong for launches and visual storytelling, while YouTube gives more complicated products time to breathe. Podcasts are another thing entirely. They work when a brand needs discussion, context and personality rather than ten seconds of product exposure.

Basically, choose the creator around the campaign. Not the other way round.

Driven Talent represents automotive content creators UK brands can work with across these different niches and formats, helping brands identify talent that fits the audience, platform and campaign objective.

FAQs

Who are some of the best automotive creators in the UK?

There isn’t one definitive list. Driven Talent’s roster includes Jonny Smith and The Late Brake Show, Smith & Sniff, Chris Slix, TFJJ, Grace Roberts-Mundy, Jessie Abboud, Jodie Sloss, Richard Morgan, Thomas Howarth, Bob Teahan, Charlie Rolls, Ben Fowler, and Caffeine & Machine, each with a different automotive specialism or audience.

How do I choose an automotive influencer for my brand?

Look at relevance first. Their subject knowledge, audience, content format and previous partnerships matter more than simply choosing the biggest name. Check the comments too. They often tell you more about audience trust than the headline follower figure.

Which UK automotive creators make YouTube content?

Several do. Jonny Smith, Chris Slix, TFJJ, Richard Morgan, Thomas Howarth, Bob Teahan and Carwow Group all have strong connections to YouTube content, while Smith & Sniff also publishes video alongside its podcast.

Are there automotive creators specialising in EVs and classic cars?

Yes. Richard Morgan specialises in electric conversions of classic cars, while Jonny Smith has long covered EV conversions, classics and unusual vehicles. Grace Roberts-Mundy is another strong fit for retro and classic car content.

Are there automotive influencers specialising in motorsport?

Yes. Jodie Sloss competes in motorsport and drifting, while Thomas Howarth covers motorsport through photography and creative media. Jessie Abboud also brings Formula 1 and wider motorsport culture into her content.

What should a brand look for beyond follower numbers?

Look at credibility, audience relevance, comments, storytelling ability, production quality and how previous paid partnerships have landed. The best automotive creators for brands are normally the ones who can make the partnership feel like content first and advertising second.

How much does it cost to work with a UK automotive creator?

There isn’t a standard price. Fees vary according to the creator, platform, number of deliverables, production requirements, usage rights, exclusivity and campaign length. A one-off Instagram video and a detailed YouTube integration are very different jobs.

How do I contact or book an automotive influencer?

If you’re looking for an automotive influencer agency in the UK, Driven Talent can help match a campaign to represented talent. To book an automotive creator, share the campaign idea, deliverables, timings, usage requirements and budget with the Driven Talent team.

About the author

Calum Verstraten-Hassall is the Senior Talent & Partnerships Manager at Driven Talent where he helps build meaningful partnerships between brands and specialist creators. His automotive experience includes 12 years brand-side at Michelin, and he previously worked in e-commerce and commercial brand strategy at THG Ingenuity before joining Driven Talent, with the responsibility to drive both brand growth and profitable revenue across a number of world-renowned brand names.