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220,000

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767K

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OUR TRIBE

Street Machine exists to celebrate Australia’s vibrant custom car culture. In part we are an automotive Grand Designs, documenting the amazing machines that are built in all corners of the country each year.

But we’re also part of an incredibly positive and diverse community. Cars are an all-encompassing lifestyle for our readers, creating life-long social groups and deep family connections.

Ours is a broad church, made up of many tribes, with often wildly specific interests. Some want to build the fastest car they can with their own skills, wit and the parts they have to hand – World’s Fastest Indian style.

Others create rolling works of art that are so mind-bendingly complex and impossibly perfect that they would leave many OEM engineering departments aghast.

Others simply love to cruise in a car with character and style, doing their bit to preserve automotive history.

But overwhelmingly, it is a pastime best spent with family and friends.

We’re also blessed with a large aftermarket industry that supports this community, from small, innovative whiz kid operations to larger corporations, many of which export their products around the world.

Our mission is to entertain, inspire, educate and advocate for our tribe. We believe there is a lot of wisdom in the adage ‘you can’t be what you can’t see.’

We’re also here to look to the future and help ready our community to find solutions to whatever challenges lay ahead. And if that means embracing EV conversions or alternative fuels, we’ll be there.

OUR STORY

Born in 1981 from the ashes of Van Wheels, Street Machine was founded by the late Geoff Paradise as the punk younger brother of Wheels. The magazine quickly became the dominant player in the market and has wrestled with Wheels for top-selling status ever since.

Future Wheels publisher Phil Scott used his marketing nous to lift the mag to the next level in the late 80s and joined forces with promotor Chic Henry to found Australia’s largest automotive festival, the Street Machine Summernats.

The brand was then cared for by a number of future industry heavyweights, including Angus MacKenzie, latterly of Motor Trend fame. Geoff Seddon revitalised the brand again in the early 2000s, giving the mag a new energy and focus.

Now as part of Wheels Media, Street Machine is better-positioned than ever before to serve our community.

WHAT WE DO

The core of our work is to convey the passion and excitement of our tribe’s creation in our magazine and across our digital platforms.

We also commune with our audience at countless events during each year, the most vital of which is the Street Machine Summernats. Founded in 1988, Summernats remains the largest automotive festival in the land, bringing 100,000 visitors through the gates of Exhibition Park in Canberra each January. Summernats is our Grand Final, Christmas and the Splendor in the Grass, rolled into one.

Not only is the Summernats gathering of the tribes, it is also the place to debut a new car and await the verdict of both the judges and the general public.

Our series of gruelling-but-exhilarating Street Machine Drag Challenge events are now regular sell-outs and are well-supported by long-term sponsors who see the value in being intimately connected with this tribe of fanatics – each of them an influencer in their own right.

Through our YouTube series Carnage, viewers can – and do! – interact with host Scott Taylor as he experiences the highs and lows that every car crafter is all-too familiar with.

Our annual Street Machine of the Year award, sponsored by Milwaukee is the richest in our sport, with a $20,000 prize. Chosen purely by vote of the public, the winner joins a pantheon of greats dating back to 1988.

And in 2022, we’re launching our first Young Street Machine of the Year, also supported by Milwaukee to encourage the under 25s to have a shot at glory.

Finally, we enjoy the support of an ever-growing online community that is overwhelmingly positive, entertaining and lively as the IRL version. Through these interactions, our audience helps shape what we do on a daily basis.

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