WME signs automotive guru Doug DeMuro and his Cars & Bids platforms

Doug DeMuro has new representation. The automotive expert, whose car reviews reach nearly five million YouTube subscribers, has signed with Beverly Hills-based talent agency WME.

The representation deal will cover DeMuro’s personal brand as well as his Cars & Bids venture. The California-based creator launched his automotive auction platform in 2020 alongside tech entrepreneur Blake Machado. Cars & Bids has since established itself as a useful hub for car lovers who are looking to buy and sell rare vehicles.

DeMuro and Machado’s hub has been supported several injections of funding, including a $37 million round led by The Chernin Group earlier this year. Cars & Bids currently facilitates $380 million of sales for special-interest vehicles while reaching millions of visitors per month.

Before launching his YouTube channel and co-founding Cars & Bids, DeMuro held editorial gigs at outlets like Jalopnik

and Autotrader.com. His viewers trust him thanks to his insights about popular manufacturers and his detail-oriented review style. He has recently started to upload Shorts as well, with some of his vertical videos reaching seven-digit view counts.

DeMuro has collaborated with Jay Leno, popular car blogs, and the annual Pebble Beach Concours d ‘Elegance. WME plans to work with the automotive expert as he seeks out more partnerships and brand deals. Areas covered by the deal will include content strategy, brand partnerships, commercial endeavors, and other entertainment-focused opportunities, with the goal of maximizing DeMuro’s reach and developing new formats alongside him.

WME, like other major talent agencies, has built an expansive roster of digital creators over the past few years. Its other recent signees include the foodie known as Chef Reactions and TikToker/comedian Leo Gonzalez.