Discovery, Inc. is rebranding its auto-related ventures.
The global media co’s auto-related consolidated joint venture, previously called The Enthusiast Network, will now become Motor Trend Group, effective immediately.
As part of this refresh, Discovery’s automotive programming network Velocity will be revamped as Motor Trend Network in fall 2018, though audiences will still have access to leading motoring content that includes Wheeler Dealers, Bitchin’ Rides, Texas Metal, Barrett-Jackson Live, Fantomworks, Speed Is The New Black, Iron Resurrection and Garage Squad.
Later this month, Motor Trend will launch a free-to-air digital terrestrial TV channel in Italy, offering Italian audiences new and original content.
In December 2017, the Motor Trend app launched on Amazon Channels in the UK.
According to a release from Discovery, “both of these markets are planned for future roll-out of our direct-to-consumer Motor Trend app, with many more markets globally planned starting late 2018.”
Discovery’s JV partner is GoldenTree Asset Management, with Motor Trend Group being a portfolio company for them.
“This rebrand of our JV into one, over-arching single brand, Motor Trend, continues Discovery’s long-term digital ambition; underscores our commitment to serve passionate global auto-related superfans with the world-class content they crave; and provides OEMs, buyers and advertisers with an unparalleled one-stop, 360-degree branded environment to reach this coveted audience segment across all screens and platforms,” said Michael Lang, CEO of Motor Trend Group and president of digital for Discovery Networks International & Eurosport Digital, in a statement.