YouTube, Top Gear and The Agenda

YouTube, cars and impossible expectations

If YouTube has taught us anything, it is that pleasing everyone, even occasionally, is impossible. Make a fully illuminated video packed with needless action and the response is: “Nobody drives like that.” Take a calmer approach and explore the subtleties of how a car feels to drive, and it becomes: “What a boring video.” Put a hypercar on screen? “Shame no owners will ever drive their cars.” Fine, then try something normal and affordable. Of the 18 people watching, around a third will recommend a used Golf GTI instead - which, in fairness, is not a bad suggestion - several will leave sleeping emojis, and the rest will be bots explaining how to earn millions through crypto.

Yet YouTube’s true offence is expressing an opinion that strays even fractionally from the accepted version of reality. Critical assessment invites outrage, personal attacks, remarks about your parentage and, inevitably, an all-encompassing conspiracy theory. Never mind the hundreds of miles covered, the hours spent behind the wheel on every sort of road, or perhaps even having a rival car alongside for context: apparently, there is no possible way your judgement could arise from evidence or genuine experience. It is all down to The Agenda.

My Agenda appears to change rather often. Suggesting that a Lotus Emira is not entirely the finished article apparently means Porsche is paying me. Enjoying an Aston Martin must be because I am British. That is, unless the very people who disliked my conclusion about the Lotus happen to approve of the Aston Martin. At that point, seemingly by magic, I am completely correct and unquestionably impartial. Keeping track of my constantly moving Agenda is difficult enough. You might think it would be simpler to state what I genuinely believe.

Top Gear does not have an Agenda

To be fair, plenty of commenters simply want to acknowledge the time and effort invested in these projects. Still, the human urge to attack an opposing view can be genuinely alarming, even within this relatively insignificant corner of the world. I am deeply obsessed with cars, but I do not think they could ever provoke that level of venom and rage in me.

So I would like to make clear that neither I personally nor Top Gear collectively has some shadowy, sinister Agenda. There is no grand scheme to undermine the motor industry or condition our audience. Our role is to drive cars and communicate their character and dynamics in what we hope is an entertaining manner. We will not soften our criticism - whether the car is British, a Porsche, a Dacia, a Ferrari or anything else. Equally, though, we gain no pleasure from ripping manufacturers to pieces.

Balanced car criticism matters

What we genuinely aim to be is balanced, independent and thoughtful. Casual or insufficiently considered verdicts disrespect the remarkable ingenuity, engineering and enthusiasm that go into every new car project. The truth may not be as thrilling - or, when you disagree with it, as convenient - as a carefully invented Agenda. It does, however, make life considerably easier. And if you would rather be told that everything is brilliant all the time, YouTube has plenty of channels ready to satisfy that need. Those guys and girls “Can’t wait to share this journey” with you. Oh God, I’m turning into one of those poisonous commenters...