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Richard Hammond’s ‘DriveTribe’ launches at the Museum this Summer

25th Apr 2024

Richard Hammond’s ‘DriveTribe’ Launches at Haynes Motor Museum This Summer

A new feature showcasing cars, engines and video content from Richard Hammond’s hugely successful DriveTribe social media platform launches at the Museum on Monday, 24 June.

Alongside iconic TV cars, including ‘Oliver’ the 1962 Opel Kadett driven by Richard in the Top Gear Botswana Special, the display features a V10 engine and a mix of video displays, interactive features, behind-the-scenes stories and a photo opportunity.

The other cars featured are a 1998 Mazda MX 5 Mk2 owned by presenter Mike Fernie and a long running DriveTribe project, a 1971 Buick Riviera from TV’s The Grand Tour: Lochdown episode, a Chevrolet SSR from The Grand Tour: Eurocrash and the Aston Martin DB9 featured in the Grand Tour special, Sand Job.

Starting in 2017 as a social media platform founded by Jeremy Clarkson, Richard Hammond, and James May, DriveTribe has evolved to become one of the biggest automotive media outlets and communities in the industry. 

Known mainly for its YouTube channel featuring Richard Hammond, Mike Fernie, Ben Collins and Izzy Hammond, it now has over 2.6 million subscribers.

The exhibition comes off the back of the DriveTribe Live event which is set to happen for its second year at the Museum on 23rd June and those attending will have exclusive first access to the new exhibition before it opens to all Museum visitors the following day.

All interpretation has been written and filmed by DriveTribe and features exclusive videos from Richard Hammond and the other presenters about each of the cars. 

After the success of the live event last year here at the museum, we view this exhibition as a natural extension of our partnership, and we’re really pleased to offer fans, a chance to interact with what they see on screen in a real-life setting,” said Dave Murdoch, Managing Director at DriveTribe.

The exhibition is part of ongoing project to transform the Museum for multiple audiences, not just enthusiasts – telling the stories about how the car has impacted everyday lives since their inception.

“We’re always looking for ways to widen our audience and engage with new visitors,” said Museum Curator Dr Luca Hoare.

“We want motoring heritage to be accessible to as many people as possible. This innovative feature is an amazing opportunity for the Museum to access a significant new audience,” she added.

The exhibition will change over its time at the Museum with the introduction of new vehicles and content from DriveTribe giving visitors the chance to see different cars and discover new stories.


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