DriveTribe localises its platform for US-based audiences

Drivetribe took an important step forward in internationalising its user experience this week, when it launched a localised version of its service for American based audiences.

The launch ensures that users accessing the homepage from within the United States are served a tailored blend of US-focused content and Tribes, alongside selected internationally relevant content. The move follows in the wake of localised Chinese-language and Australian versions, launched earlier in the Summer. While the update still enables users in each market to access the full global range of content across DriveTribe, it now provides an additional boost to promote content from their local country.

Ever since the platform first came to market almost two years ago, DriveTribe’s audience has taken a distinctly international complexion, springing-up wherever founders Jeremy Clarkson, Richard Hammond and James May have a fanbase. Tribes similarly reflect the markets they cover, serving-up such regional treats as Lego building in Taiwan, drifting in Japan and street signs in the US.

The launch of the US version follows a recent content and commercial alliance with US motorsports media brand RACER Media & Marketing. The combination of local news sources and localised content delivery now means US audiences will receive an up-weighted mix of American-focused content; in the case of motorsports for example, a larger mix of US franchises like NASCAR, IndyCar and IMSA. However, should they prefer content from other countries - say Formula 1, or Britain's Isle of Man TT races - they will still be able to access this content as normal.

Commenting on the new US-localised service, Jonathan Morris CEO said, “Our technology platform has been designed with the flexibility and agility to easily serve up local content and language versions on a country by country basis. We also have a fantastic band of Ambassadors in some 35 different markets, able to manually identify high quality articles, video and Tribes for inclusion in key areas of the site. You can expect to see a steady stream of other local markets emerge, particularly as we agree local content, marketing and commercial alliances with regional automotive publishers”.

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