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.”