Podcast Episode with Jared Zaugg
Land Rovers, BMWs and "Legend of the Motorcycle".
Jared Zaugg founded Dravot & Carnehan, a strategic management consultancy, specializing in lifestyle, automotive, mobile technology, and travel. Named after the dynamic upstarts in Kipling’s classic The Man Who Would Be King, Dravot & Carnehan is inspired by those who blaze their own trails with character and flair.
Jared served as automotive editor for The Rake and Man of the World, and as a contributing lifestyle editor for CNN Style and Ralph Lauren Magazine. He has worked directly with the designers and executive directors for Ferrari, Porsche, Maserati, and Ducati, writing product reviews and branded content.
With Dravot & Carnehan, Jared and his wife Brooke identified a gap in the market and pioneered a new approach to motorcycles as art. Hosted at the Ritz-Carlton in Half Moon Bay, California, “Legend of the Motorcycle” was launched in 2006 as the first world-class concours d'elegance exclusively for motorcycles, attracting a burgeoning international audience of collectors, judges and aficionados. They secured some of the most prestigious brands as sponsors, including Aston Martin, Architectural Digest, Cartier, Ducati, Bell & Ross, Riva, Airstream, BMW, Moet & Hennessy, Men's Vogue, Range Rover, Belstaff, Jean Richard, and Triumph.
The event hosted iconic figures and personalities including Sandra Bullock, Ewan McGregor, Peter Fonda, Jason Lee, Giovanni Ribisi, Jesse James, Michael Madson, and Steve McQueen's son, Chad. Dravot & Carnehan produced and marketed the event, doubling attendance and increasing sponsorship commitment 30 percent year-over-year. The 2009 global recession threw a wrench in any plans moving forward, unfortunately, but the spirit continues in other worldwide events celebrating the motorcycle.
The Wall Street Journal, London Times, Fortune, CNN Money, and the Los Angeles Times called it the best event of its kind in the world.
In this episode, Jared talks about his entry into motorcycling with an early `70s BMW, how his parents always had several British cars on the property, his friendship with the late high-flying Alain de Cadenet, and how “Legend of the Motorcycle” came about. Henri and I enjoyed our conversation with a father of three boys, and hope to see them when we’re on the road heading east this summer.
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