HomeThe MarketPetrolicious sold to newly formed media company

Petrolicious sold to newly formed media company

The highly regarded classic car platform will get new leadership


Petrolicious, best known for its elegant videos featuring high-end classic sports cars and their owners, has been acquired by the newly formed company Propulsion Media, led by auto industry media veteran Pat Devereux backed by Adrian Roche at Bennelong Capital, according to an announcement released Monday.

A multi-platform portal, Petrolicious was founded and operated until recently by Afshin Behnia, and his wife, Kika Vigo-Behnia, who have left the company. Behnia was recently embroiled in controversy after posting comments on Instagram that were considered racist. 

Propulsion Media says in its release that led by Devereux, it “will grow and invest in all areas of the Petrolicious business and continue to extend the reach of the brand into new territories and genres.”

Devereux has owned Antenna USA, which specialists in automotive, technology and music marketing, for the past 16 years and has been U.S. editor-at-large for BBC Top Gear since 1993.

Roche said the investing in Petrolicious was an easy decision.

“With a huge global community of engaged users and world-class content, Petrolicious has a great base to work from,” Roche said. “We believe that this is just the beginning for this great brand.”

Bob Golfen
Bob Golfen
Bob Golfen is a longtime automotive writer and editor, focusing on new vehicles, collector cars, car culture and the automotive lifestyle. He is the former automotive writer and editor for The Arizona Republic and SPEED.com, the website for the SPEED motorsports channel. He has written free-lance articles for a number of publications, including Autoweek, The New York Times and Barrett-Jackson auction catalogs. A collector car enthusiast with a wide range of knowledge about the old cars that we all love and desire, Bob enjoys tinkering with archaic machinery. His current obsession is a 1962 Porsche 356 Super coupe.


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