JULIEN HERGAULT
“Giving more visibility to our activities”
The creator of Classic Media shares his journey, including his time at Peter Auto where he observed the rejuvenation of the audience for historic events. He also explains the reasons that led him to create his agency, fully dedicated to promoting automotive heritage.
How did you get into historic automobiles?
Initially, I was more passionate about the history of automobiles than historic automobiles themselves. I devoured archival documents and biographies, but I wasn’t particularly interested in the vintage car market or historic racing. The turning point came in June 2008, when a Group C Racing event was held for the first time as a curtain-raiser for the 24 Hours of Le Mans. I was moved to see Mercedes, Jaguar, and Porsche prototypes that had marked my childhood back on the track.
What were you doing at the time?
I was still a freelance journalist covering ‘modern’ motorsports. Gradually, I started covering historic events like Le Mans Classic or the Goodwood Revival. I enjoyed it so much that I didn’t want to do anything else! So, in 2014, I set journalism aside to handle communications at Peter Auto.
The values embodied by classic automobiles are entirely compatible with our times
What was your role at Peter Auto?
I was responsible for all communications, both press and digital. One of my first initiatives was to create social media accounts. Initially, Patrick Peter didn’t really understand why I was putting so much effort into Facebook, Instagram, or YouTube. He gradually saw the value—not because he became personally invested in what I was producing, but because people started talking to him about the videos we were publishing. One day, he said to me: ‘I’m not sure what you’re doing, but keep it up!’ (laughs). I had free rein.
What were the results of this 360-degree communication?
This new communication strategy was amplified by the development of new, more modern categories, like the Endurance Racing Legends. We quickly saw the average age of spectators getting younger. Today, teenagers are as fascinated by GT1 cars and supercars from the 1980s and 1990s as they are by today’s hypercars.
Is it possible to be passionate about both the past and the present?
More than ever. We see how manufacturers are now valuing their heritage. Retrofuturism has become the norm. I’ve worked on projects for artisanal manufacturers like Jannarelly Automotive and the restomod Lancia Delta Integrale by Special One. Both projects highlight the strong ties between past and present automobiles. The values embodied by classic cars, such as preserving heritage and passing down craftsmanship, are entirely compatible with our times.
Why did you create Classic Media?
In nearly ten years at Peter Auto, I’ve witnessed the historic automobile world evolve at breakneck speed. Everything has become professionalised. The paddocks at historic race meetings now rival those in modern racing. Motorhomes are just as large, luxurious, and well-equipped. The same goes for shows like Retromobile or Epoqu’Auto, which continue to grow even as traditional auto shows struggle. While the actors have become professional, their communication often hasn’t. Just take a look at their websites or social media accounts. It’s time to give more visibility to our activities!
Who are your services for?
Manufacturers, organisers, sellers, collectors, and tuners… We all have a lot to gain by pooling our efforts.
