Speedhunters Was a Powerhouse of Car Culture. Here's How It Fell Apart.

Speedhunters Was a Powerhouse of Car Culture. Here's How It Fell Apart.

      The Drive / Adobe Stock / Speedhunters (logo)

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      The era of Speedhunters, as we recognize it, has come to an end. The automotive photography platform that influenced the automotive dreams of a generation ceased operations with little fanfare when publishing was silently halted in April. After I shared this news last week, numerous former contributors reached out to me to share their experiences. Following extensive discussions over the phone and via email with them and other key figures in the Speedhunters narrative, I am now presenting my findings.

      I want to emphasize from the outset that this is not the detailed follow-up I initially intended to create. Several high-ranking staff members declined to respond to my comment requests, and Electronic Arts—Speedhunters’ parent company—also had nothing to say. Nevertheless, I gleaned much information from five contributors willing to discuss their experiences, four of whom preferred to remain anonymous due to professional and legal reasons. Importantly, they were part of the site during its peak and were there until its quiet, disappointing end.

      The story is a sorrowful one that can be boiled down to a single line: Speedhunters was never meant to become as prominent as it did.

      Why Speedhunters Was Established

      Here’s an early version of the Speedhunters website, archived on the Wayback Machine with a date of May 17, 2008.

      Founded by Rod Chong in 2008 with support from EA, the video game company that still owns the site, Speedhunters was designed to bridge the gap between EA and automotive culture, helping shape the content for its Need for Speed titles. In essence, Speedhunters connected the gaming world with reality while establishing credibility among genuine car enthusiasts.

      According to several contributors, the site’s relationship with NFS went much deeper than outsiders realized. They attended major events—such as SEMA and Tokyo Auto Salon, as well as the Nürburgring 24 Hours—and reported back to the game developers. One former contributor described their access as "unreal," enabling them to secure press credentials for nearly any car event globally.

      On-the-ground content capturing would then be featured in games like NFS: Shift, with early Speedhunters blogs showcasing images and clips from the motorsport-focused title. This collaboration persisted for over a decade through various NFS entries.

      Take note of the Speedhunters decal on this drifting Subaru BRZ from the 2015 Need for Speed reboot.

      One former contributor recounted, "I assisted the creative directors in the development of one of the [NFS] games. We traveled to Miami where I organized a series of eight shoots they accompanied me to." They noted that the game's creative director was on-site searching for ideas for world-building, along with other Need for Speed team members. “There were exciting moments with that team, but they were completely detached from Speedhunters. They didn't even genuinely understand what Speedhunters was, and I think that created some issues,” they explained.

      It appeared that many outside of Speedhunters were unaware of its affiliation with NFS or were reluctant to discuss it. One EA game developer mentioned to The Drive, “Even while I was working on NFS, they were hesitant to discuss the connection between EA and Speedhunters. It felt quite strange, to say the least.”

      The majority of the site’s audience was equally in the dark. Recent comments on social media from individuals just realizing that Speedhunters is owned by EA highlight this reality. On one hand, this indicates how unique Speedhunters was, as its corporate association was largely obscured; on the other, it meant that its destiny was always linked to Need for Speed.

      It Developed Into a Global Car Culture Phenomenon

      For the wider world, Speedhunters became the premier destination for authentic automotive content. The team consisted of real automotive enthusiasts rather than just marketing students; they traveled to places that many dreamt of visiting. Renowned names like Larry Chen and Dino Dalle Carbonare contributed stunning and truly distinctive photographs. A remarkable team formed around them, and for years, Speedhunters represented the ideal outlet for photographers everywhere.

      “I submitted my first story to Speedhunters in 2009 and was offered a one-year contract in 2010 for regular contributions,” said Paddy McGrath, one of Speedhunters’ most notable photographers, via email. “Though it was a junior role, I was fresh out of college and effectively living my dream job.”

      Indeed, it was a coveted position. Many—including myself—aspired to be part of Speedhunters. I remember pitching a story about a modified Mk5 VW GTI from my area, hoping for publication on Speedhunters. (Spoiler: it never happened.)

      A close friend began exploring car photography in 2015 or 2016, while I aimed to become an

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Speedhunters Was a Powerhouse of Car Culture. Here's How It Fell Apart.

After speaking with contributors who endured until the very end, it became evident that Speedhunters was never meant to be as large as it became.