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PE-backed Dennis Publishing buys Car Throttle

Dennis Publishing, which is backed by Exponent Private Equity, has acquired Car Throttle, a digital content brand for car enthusiasts. No financial terms were disclosed. JEGI | CLARITY advised Car Throttle on the transaction.


New York, NY, August 5, 2019 – Car Throttle, founded in 2009 by Adnan Ebrahim, is a leading social media brand with over 14 million car enthusiast followers and 2.5 billion video views amassed on YouTube, Facebook and Instagram last year. It also owns the fast-growing Motorsport brand, WTF1, which has over 1 million followers and a keen audience of F1 drivers and racing fans.

The company, with offices in London and New York, is well known for its viral videos and high social engagement, working with global brands such as Red Bull, Mercedes, McLaren and Shell to produce and distribute engaging car and Motorsport content and helping them tap into its valuable audience. The brand is best known for its popular YouTube channel which has over 2.4 million subscribers and regularly features celebrity guests from the world of automotive.

The acquisition by Exponent backed Dennis Publishing provides Car Throttle with a platform for its next phase of growth and aligns with Dennis’ strategy to increase scale in key verticals. The team will help Dennis accelerate their social presence and offering, not only for their Automotive brands such as Auto Express, but also across the wider portfolio.

Car Throttle was represented in the transaction by JEGI | CLARITY.