The New Modern - Restoring the Automotive Industry with Clayton Seams
/In conversation with the intelligent and multi-talented writer, videographer, and slightly unhinged classic car aficionado, Clayton Seams, on what tomorrow’s automotive industry can look like.
1. Which one aspect of the automotive industry will see the longest-lasting repercussions of the global health pandemic?
I honestly think auto shows will be forever changed. We may learn that we get along fine without them and in fact don't need to fly people across oceans to hand them press releases and photos that could be emailed. I love auto shows and many others do but I feel it could be a COVID casualty.
2. For the first year or two once we're past this, will consumers lean heavily towards new cars or used cars?
Hard to say! I think people will be very financially conservative coming out of this but I'm hardly an economist.
“It’s actually a very challenging time on YouTube. A lot is changing and a lot of traditionally successful channels are struggling. ”
3. You've recently launched a new YouTube channel; do you think it would be this successful had it launched prior to COVID-19?
Well I don't know if I'd call it a success yet! But I do have a lot of fun projects brewing on my new channel Classic Cars and Clayton. It's actually a very challenging time on YouTube. A lot is changing and a lot of traditionally successful channels are struggling. YouTube's typically opaque inner workings don't help much either.
4. All variants of media companies/outlets have been affected by COVID-19, regardless of size.
What will tomorrow's automotive media landscape look like?
Have you ever watched "The Road"?
5. Your digital skill set is already impressive. What other skills have you had to learn during this adapting phase?
Well it's not cars or media but I've finally been learning how to cook now that I buy my groceries in huge 3-week installments.
“There’s a new level of quality present that challenges that of established publications. ”
6. How have you specifically been impacted by this?
Well I'm fortunate in that I am still working, many have not been so lucky. It's affected me in many much smaller ways. For example like everyone else I can't meet up with my friends, and I can't go to car shows and races. One other way it's affected me is I haven't been able to go and work on my 1971 Opel project car because the friend's house where I store it is immuno-compromised! So COVID has thrown a wrench into my wrenching plans.
“The media landscape is changing in a way that favors creators with low overhead costs and the ability to react to YouTube’s random changes of direction faster. ”
7. What plans did you have for 2020 that will probably be delayed/cancelled?
Man my 2020 is getting wrecked! Well one of my favorite events has already been cancelled. That's the VARAC Historic Grand Prix at Mosport. I don't race, I just spectate and it's a really fun weekend. Sadly, not happening at all this year. But my favorite event of any car season is the Maple Mille; a 3-day 1,000-km classic car tour open to any pre-1980 car. I've gone four years in a row and it's still not a guarantee I'll be able to go this year! They even moved it to my birthday weekend, late September. So I am still hopeful.
8. Will the small creators/outlets be stronger than the large creators/outlets in tomorrow's world?
I think the media landscape is changing in a way that favors creators with low overhead costs and the ability to react to YouTube's random changes of direction faster. The age of the shoot-at-arms-length YouTuber who yells at subscribers to smash that like button is ending. There's a new level of quality present that challenges that of established publications.
9. There's been a large increase in working from home and for many, it's meant no longer commuting. Do you think those with two cars will downsize to one car if they end up permanently working from home?
I wish people would but I don't see it happening. People will drive less, sure but people are very conscious of their mobility and cutting down to one car may not be the answer.
“I am lucky to be surrounded by lots of talented, and motivated creators and seeing what they are working on keeps me motivated and grounded. ”
10. What's helped keep you grounded from a personal standpoint?
Well driving a beat up 300,000-mile Suburban helps! But I am lucky to be surrounded by lots of talented, and motivated creators and seeing what they are working on keeps me motivated and grounded.
11. What positives can come out of this for the automotive industry?
Hopefully fewer frivolous press trips across the ocean. It's fun but a bit wasteful.
“The age of Joe Guy being able to buy a classic 911 is over but the age of being able to buy a 1955 Chrysler is coming. ”
12. What's your take on the DIY car restoration market in tomorrow's world?
It's changing a lot! We're seeing a real generational shift as the older guys age out of the hobby and younger people take more interest in it. What that means is basically properly old stuff (pre-1965) is on the decline in value, generally and that newer stuff (1980+) is on the rise. The stuff in the middle? Well that's staying pretty much the same. The age of Joe Guy being able to buy a classic 911 is over but the age of being able to buy a 1955 Chrysler is coming. I will add that it's also harder than ever to make money in classic cars. So if you're going to do it at all, do it because you love it.
13. Manufacturers are embracing digital product launches and information sharing in the new world. What's your take on consumer interest in this both short and long term?
I think the end consumer gets the same package. I may not be at the show shooting it live, but the info the reader gets will be the same. I think automobile manufacturers will find a way to make digital launches a thing.
“The demand for long form videos is greater than ever! People are very interested in certain cars and don’t mind at all if the video is 15+ minutes long. ”
14. With many of us having been at home for the past several weeks, many of us have learned/enhanced our digital skills.
Will there be an influx of tech-savvy photographers/videographers in the new world?
Well it's only been a few months and while I hope people are taking an interest in it and honing their craft, I don't know if we'll see a noticeable surge in the amount of people who want to go into shooting professionally!
15. Gazing into your crystal ball, what percentage of car reviews will be video based versus word based in tomorrow's world?
It's already tipping. I see things going more video based mostly because that's easier for people to consume on a scroll. But the other thing that may surprise you is that the demand for long form videos is greater than ever! People are very interested in certain cars and don't mind at all if the video is 15+ minutes long.
Photo by Stanislav Nachev.@snachfoto
Clayton Seams is a writer, videographer, and slightly unhinged classic car nut. Clayton and I met years ago and I've always been amazed by his ability to ID pretty much any old car from 100 feet away.
His real job is shooting video reviews for Driving.ca but his passion project is his own channel, Classic Cars & Clayton where he works on old cars.
One of his new video series is called "Found in the Wild" where he does nerdy deep-dives on cars found street-parked around the Toronto area and Mississauga.
He is currently rebuilding a 1971 Opel GT and always working on his 1970 Corvette Stingray.
Engage with him on Instagram as @classiccarsandclayton.
