Bauer Media restructures motoring portfolio into New Car & Enthusiast

Bauer Media has restructured its motoring portfolio and appointed three new editors as part of a strategic editorial shift towards Australian new car consumers.

The restructure divides the publisher's six popular motoring publications into two divisions: New Car, which will focus on informing and educating Australian new car buyers, and Enthusiast, directed at Aussie car fans in the 4X4, modified and classic car genres.

General manager publishing Terry King said this is the biggest restructure in the history of the respected automotive media brands. “This is a fundamental change to how our brands have worked in the past. It’s about playing to our combined strengths, reducing coverage overlaps, and giving Australians what they need most: advice they can trust.”

Glenn Butler, formerly WhichCar brand content director, becomes brand content director, New Car Division. This includes WhichCar, the consumer website and TV show, and motoring magazines Wheels and Motor, both of which will be revamped to align with WhichCar’s mission to educate Australian new car buyers.

A fourth all-new digital publication will join the New Car Division later this year, shining a light on the future of motoring and mobility in Australia and around the world, along with a revamp for season three of WhichCar TV, along with expanding its video channels.

The restructure takes effect Monday September 14 and includes the following appointments:

Dylan Campbell has been promoted to Editor of Wheels and will lead the revamp of Australia’s oldest and most-trusted new car brand as it shifts focus from the enthusiast niche to mainstream consumers. Previously, Campbell was editor of Motor for seven years, and before that held senior roles with Top Gear Australia and Auto Action.

Andy Enright has been promoted to editor of Motor, the performance car media brand with a 66-year heritage. Enright was formerly deputy editor of Wheels and has also worked extensively in the UK motoring scene.

David Bonnici will be the editor of an all-new digital publication under the WhichCar umbrella focused on the future of motoring and mobility, to be launched later this year. From alternative fuels to flying cars, autonomy to connectivity and technology, this digital pureplay will help Australians gain a deeper understanding of important new trends and technologies. Bonnici’s previous experience as editor of Melbourne Weekly and the Emerald Hill Times, plus four years at WhichCar, will give this new player a uniquely engaging voice in the market.

Tim Robson continues as editor of WhichCar.com.au, Australia’s fastest growing auto website in 2018 and again in 2019, reaching more than two million unique browsers in May 2020. Robson’s role has been expanded, with all former Wheels and Motor journalists now unified in the one New Car Editorial Team reporting to him.

All New Car division editors will report to Glenn Butler, who says the restructure strengthens the WhichCar Network’s position as the Australian new car buyers’ most trusted advisor, with the best advice on the best-selling new cars.

“This is all about helping Australians learn WhichCar is best for them. Whether it is expert advice on the most popular new cars, the low-down on fun cars for $50K, or deciding when to go electric, WhichCar.com.au has it covered.”

Terry King said this is the last piece of the puzzle falling into place. “We have been working towards this moment for two years now, looking at how we communicate with Australians, and increasing our reach and publishing platforms. I am super excited to work with Glenn and his talented team as we continue to produce trusted news and reviews for the automotive intender.”