Connecting with Car Culture:TDC & AutoAlex.
Tapping into one of the most engaged and passionate corners of the automotive world, this collaboration with Top Dead Center and AutoAlex places Motul right at the heart of a community that lives and breathes car culture.
January 2026
For Motul, that meant finding creators who already speak to the kind of community the brand wants to be part of. A hands-on, knowledgeable, and genuinely enthusiastic audience; people who aren’t just watching content, but actively building, modifying, and sharing their passion for cars.
Top Dead Center and AutoAlex sit right in the middle of that space. Their content is energetic, honest, and rooted in real projects, which naturally draws in viewers who are not just watching, but actively engaged. It’s the kind of audience that pays attention; values detail and trusts what they see.
Rather than treating it like a traditional partnership, the focus was on letting the content lead. Motul products were introduced as part of the builds and day-to-day work happening on the channels, giving them context and relevance. It allowed the creators to talk through the range in a way that felt genuine, while still showcasing the technical side of the products.
Across both channels, the reach extends to over 1 million subscribers, putting Motul in front of a large and highly engaged audience. More importantly, it’s an audience that’s already invested in the kind of work being shown, which makes the exposure more meaningful.
The result is a partnership that feels aligned on both sides. Motul gains visibility in a space that values authenticity, while the creators are working with a brand that fits naturally into what they’re already doing.
