Lowrider magazine was once among the bestselling newsstand automotive periodicals in the country. After 42 years, it will cease to print this year.
Jerry Navarro didn’t care about having a phone as a boy. He wanted a car. But what he really, really wanted was a lowrider: a white, 1958 hardtop Chevrolet Impala with a red interior.
“You wanted to see what was the hottest car, who was selling what, what tires were the best, and who was doing good interior. ... Back then there weren’t [smart]phones so you had to get information from magazines,” said the 45-year-old technician from Chuy’s Auto Electric Shop in East L.A., an icon of Chicano culture for more than 40 years that offered a mix of cultural and political content alongside photographs of unique vintage cars, will cease to print.
“Simply put, we need to be where our audience is,” wrote MotorTrend Group President and General Manager Alex Wellen in a. “Tens of millions of fans visit MotorTrend’s digital properties every month, with the vast majority of our consumption on mobile, and three out of every four of our visitors favoring digital content over print.”
“We remain committed to providing our fans and advertisers quality automotive storytelling and journalism across all of our content platforms and we are doubling down on our best-in-class digital product experiences, while maintaining our support of the three most popular, profitable and strategic brands across digital and print — MotorTrend, Hot Rod and Four Wheeler,” the statement read.
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