How Do Blogs Work in Automotive?

Simple: talk about stuff that real people care about. Like turbocharged Camaros, for instance:

Turbo Camaro . . . Why Not Turbocharge Everything?

Success with this particular post was fairly modest, but it's a good reminder that a. it bears repeating, companies can't really control the conversation--and shouldn't try to; and b. people are still really, really sensitive to engine cylinder count in this country (in Europe, average specific power output is something like 80 hp/liter, in the U.S., it's . . . less), but this may be changing with the volitity of gas prices.

Can they work? The anwer is yes . . . as demonstrated by der überblog that isn't just a model for corporate blogs in auto, but corporate blogs period:
GM Fastlane. Of course, GM is a Weber Shandwick client; no, we didn't come up with Fastlane; and no, we don't always drink the Kool Aid because our job is help counsel companies on how things will be perceived by, again, real people, which GM is doing a better job of and has for the last several years. Yes I really think so . . .