#clickbait

It’s a headline that sounds ready-made for outrage-clicks from both the #savethemanuals crowd and those who dislike too much regulation of autos: “Porsche 911 GT3 Manual Can’t be Sold in California.”

Some outlets used some variation of that wording when reporting the story. A story that sounds like a case of overbearing regulators killing the fun by meddling in the free market. Add in the California factor — remember, it’s the only state that can set its own emissions standards — and feel the blood boil.

Truth is, the story is a bit more mundane than all that.

Golf legend Tiger Woods was involved in a nasty one-car accident yesterday. He survived, but he suffered serious injuries, and his golf career might be in jeopardy.

Not long after my social feeds lit up with the news, I came across a tweet in which it was clear that he was driving a Genesis GV80. One that bore the logo of a recent golf tourney on its door. Woods had apparently been loaned the car by Genesis.

The internet is infamous for suspect news stories and it’s becoming increasingly difficult to separate reputable information from propaganda, lies, and sensationalist garbage. Credible outlets take heat as #FakeNews while less stringent journalism continues to gain traction. The automotive industry is no different, especially when it comes to online marketing.

We’ve all been cruising the internet mindlessly and seen a suspicious headline for a new car paired with a blatantly fake image. I remember seeing photoshopped fifth generation Camaros purported to be “The Next Firebird” routinely for about a year before Pontiac finally passed away in 2010. While I knew it was bunk, I clicked anyway and compounded the problem. Sadly, things have not improved in the last few years.

Dealers and manufacturers are trying to figure out a way to ensure their products are better represented in the digital landscape — but they are struggling.