What is Hoonigan?
An automotive media production company, rallycross team, and subculture, Hoonigan seems to be a little bit of everything.
Written by Andrew Koole
Reviewed by Kathleen Flear
If you’ve ever seen a video from Hoonigan or seen someone in one of their t-shirts, you probably know the company’s vibe. Drag racing,
auto modification
, and general good times are what these guys are about.But you’d also be forgiven for not knowing exactly what these guys actually do. Are they a tuning shop? A racing team? Just a bunch of dudes hanging out, chugging energy drinks? In short, they’re none of the above and a bit of all three.
An automotive media brand dedicated to a subculture of people who like to “operate motor vehicles in an aggressive and unorthodox manner,” Hoonigan’s history includes building cars, racing, and creating content, plus much more.
Jerry
took a closer look to give you the deets.The history of Hoonigan
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Hoonigan founder Ken Block has an interesting past. The co-founder of DC Shoes, he also competed as a skateboarder, snowboarder, and motocross rider in the X Games before starting Monster World Rally Team in 2010 to launch his rally driving career.
In 2013, Monster World Rally Team became Hoonigan Racing Division, and Block signed other drivers like Chris Atkinson and Andreas Bakkerud onto his team.
In his Ford Fiesta ST, Block clocked in the team’s best results. In the 2013 and 2014 Complete Global Rallycross Championship, he placed third and second, respectively, in the supercar category.
But by 2017, the team had pulled out of the World Rallycross Championship, and Block pivoted the Hoonigan name into more of a lifestyle brand.
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What Hoonigan does now
With the Hoonigan name at the forefront, Block has his fingers in a few pies. Much of his company’s efforts go into creating content on YouTube. He and his band of brothers drag race sports cars and supercars, build custom rides, and generally goof off for your viewing pleasure.
The company also produces apparel for adults and kids alike. Baseball caps and t-shirts sporting the Hoonigan logo are the main draw, but you can also buy swag from the company’s sponsored rally drivers—Travis Pastrana and Leah Pruett—as well as Block himself.
On top of that, the Hoonigan Racing Division isn’t quite dead. Besides taking part in global rallies and automotive events, they also host the annual Gymkhana Grid race in venues around the world. This year alone, Block and his teammate Alex Gelsomino have entered nine races.
What would car insurance look like for a Hoonigan-modified car?
MORE: How To Buy a Good Used Project Car
Peruse through Hoonigan’s videos, and you’ll quickly learn that these folks are anything but budget-conscious. 1,700-hp Audi R8s drag race against Tesla Model S Plaids. Hellcat engines get dropped into 1960s-era Rolls Royces. This content isn’t for the financially faint of heart.
Hoonigan clearly knows how to have fun spending their money. And although making the modifications themselves saves them plenty of money, whatever they save probably goes into paying for
car insurance
—an expense that rises with every modification.If you fancy yourself part of Hoonigan’s subculture and want to start the kind of project they document in their video series, you should shop for coverage with the
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