Alex Wellen is Global President and General Manager of MotorTrend Group, the world’s largest automotive media group dedicated to introducing, inspiring and intensifying people’s passions for the motoring world. As such, Wellen leads all aspects of MotorTrend Group’s strategic direction and growth including programming, product, technology, sales, distribution, events, partnerships, editorial/news, marketing and operations. MotorTrend Group is a joint venture with Warner Bros Discovery.
Since arriving at MotorTrend Group in 2018, Wellen has led the transformation of the MotorTrend brand into a modern media company; creating essential, engrossing products and services while expanding MotorTrend’s reach with new programming, events, and gaming. The company is now the ultimate source of entertainment and information for both auto enthusiasts and car shoppers, with a monthly audience of more than 26 million. Featuring world-class automotive entertainment across the #1 television network for automotive fans, digital streaming channels including MotorTrend+, iconic events, the largest automotive social network, over seven decades of print and digital editorial content and cutting-edge resources for new car shoppers, MotorTrend embodies every corner of car culture.
Under Wellen’s leadership, MotorTrend’s subscription streaming business (MotorTrend+) has doubled, and launched several new series, specials, documentaries and live programming including: the all-new TOP GEAR AMERICAstarring Dax Shepard, Rob Corddry and Jethro Bovingdon; KEVIN HART’S MUSCLE CAR CREW starring Kevin Hart and The Plastic Cup Boyz; reviving the fan favorite MYTHBUSTERS through the automotive lens in MOTOR MYTHBUSTERS; and winning the brand’s first ever Emmy Award for the original documentary series NASCAR 2020: UNDER PRESSURE.
While on Alex’s watch, MotorTrend has expanded MotorTrend TV’s reach in 2022 with fresh distribution deals, including new subscription services on MotorTrend+ and FAST (free ad-supported streaming television) availability with the creation of MotorTrend FAST TV. Alex oversaw the launch of all-new MotorTrend FAST TV channels on Amazon Freevee, Samsung TV Plus, Xumo, and VIZIO WatchFree+. With these new platform additions, more than 173 million additional viewers now have access to MotorTrend’s premium TV content, all without a subscription.
Additionally, the company struck a new strategic partnership with Mecum Auctions to broadcast 160 hours of live auction coverage on MotorTrend+ and MotorTrend TV. In 2022 more than 10.5 million unique viewers P2+ watched Mecum Auctions on MotorTrend TV*. The initial auction, Mecum Auctions Kissimmee, debuted on MotorTrend TV in January 2022 as the most watched Mecum Kissimmee auction in history, and the simulcast with Discovery was the #1 non-sports telecast on cable for Men 25-54 in its time slot.
On the editorial front in 2022, MotorTrend implemented a new multi-platform initiative, The InEVitable, that makes the company the ultimate consumer resource for in-depth reporting on EVs and provides tools to navigate the future of electric vehicles, autonomous driving, infrastructure support and more. Alex also oversaw MotorTrend’s launch of its inaugural Software-Defined Vehicle Innovator (SDVI) awards. The new awards program was created to recognize the next phase of automobile technology, with a goal of elevating and shining a spotlight on the key individuals who are leading the automotive industry’s tectonic transformation from hardware to software.
Wellen joined MotorTrend Group following 12 years with CNN Worldwide, where he was central to transforming the CNN television network into a digital global powerhouse – #1 in multiplatform monthly uniques and the fastest-growing business unit within CNN Worldwide. His career has spanned executive roles across digital and linear television businesses, including product, technology, strategy, revenue, business operations, and programming. As Global Chief Product Officer, Wellen set the vision for CNN’s mobile, web, data, video, OTT, and connected TV platforms, and delivered hundreds of new products across traditional, digital, and emerging businesses, including CNNgo. Prior to that role, Wellen served as CNN’s Senior Executive Producer, spearheading CNN Worldwide’s strategy to integrate television programming, editorial content, and products across all platforms and devices.
Before working in media, Wellen was a high-tech intellectual property litigator. He has published two books with Penguin Random House, and is the inventor on dozens of patents. Wellen holds a law degree from Temple University, a systems engineering degree from Rutgers, and attended the Advanced Management Program at Harvard Business School. He is based in MotorTrend Group’s Los Angeles headquarters.
What emerging industry trend are you most excited by? I’m drawn to the brands that are spending more time going deep with their customers than wide with their customer base. I love brands that really get me, and embrace the fundamental role their product or service plays in my identity.
What celebrity would you hire for your company? Keanu Reeves. Neo. He’s a legit car collector and motorcycle enthusiast, and he is always elevating the people around him.
If you were a social media influencer, what product would you peddle? The Duo Umbrella, of course.
Book, movie or TV series that greatly influenced my leadership style? “Leaders Eat Last” by Simon Sinek, and “How Will You Measure Your Life” by Clay Christensen.