Max Power (magazine)

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Magazine cover from the April 2007 issue of Max Power

Max Power is a UK-based magazine covering the performance tuning car market, launched in 1993 by EMAP. It is also published in Greece, Denmark, Norway, South Africa, and in France under the name ADDX. After EMAP acquired Petersen in 1999, a U.S. edition was published which featured cars from America as well as articles from the UK stablemate. This version ceased publication the same year when the publisher sold its U.S. arm to Primedia, having fared poorly in competition with Super Street magazine.

Max Power derives its name from slang for automobile performance tuning, which is often referred to as the "maxing" market.

The magazines caters to owners and admirers of modified, customised and performance cars by highlighting good examples of ordinary cars that have been "souped up". It also covers modified car events around the UK where owners can exchange advice and display their own cars. Glamour models, called as babes, are frequently photographed along with the cars. Owners can send photographs in of their own cars, and young women are invited to send in pictures of themselves for readers to vote on.

Max Power Live is a popular tuning show in the UK taking place each summer, attracting in excess of 15,000 enthusiasts from all over the world.

1 Criticisms
2 Initiatives and Recent Changes for 2007
3 Editorial Staff
4 See also
5 External links

[edit] Criticisms

The magazine appeals to a demographic known as the "boy racers". The magazine was the first to feature cruises and the more notorious side of the modified car scene. Features cars often sport In-car entertainment (ICE) systems that take up the majority of boot space, high horsepower and other modifications which make daily driving impractical. It would also influence other boy racer magazines including the long running Fast Car and Redline

The magazine is widely criticised for promoting unauthorised cruise events which the magazine has a rating system that score highly when a large police presence is at the event.

Max Power occasionally campaigns against the presence of speed cameras, and was criticised for an article it featured over 5 years ago which encouraged vandalism of GATSO cameras. Entitled GATSO Terror Squad, the article depicted two balaclava wearing magazine members dressing up cameras. Despite disclaimers, the magazines often prints articles about dangerous driving on public roads.

The magazine is widely regarded as a joke toward boy racers by enthusiasts who prefer to solely focus on the engine/handling modification side of car tuning as the magazine at one time usually featured cars with body and interior modifications, otherwise, purely to make the car more aesthetically pleasing than for performance. The other joke about the magazine is despite being not the first to do so, as it features a large content of half naked women, it tend to be referred as bottom-shelf porn.

The magazine is regarded by car enthusiasts as a 150-page advertisement for tuning shops as it pay less attention to the technical side and is commonly associated for its association with chav culture.

[edit] Initiatives and Recent Changes for 2007

Max Power in 2006 started the Max Driver advanced driving scheme, in conjunction with the Institute of Advanced Motorists, Adrian Flux Insurance, Honda and Ripspeed. It was designed to offer young, inexperienced drivers the chance of professional tuition in handling their cars responsibly. Those who pass are guaranteed at least 25% discount on their insurance by Adrian Flux.

Max Power Recently changed the look of the magazine and took some of the women out, as it will attract more people who lost interest in the magazine. They have also added a lot more originality to modifying and added a lot more buying guides for modifyers.

[edit] Editorial Staff

Simon Penson - Editor
Rich Beach - Deputy Editor
Michelle Thorn - Office Manager
Si Johnston - Production Editor
Dan Sherwood - Features Editor
Mark Riccioni - Staff Writer
Mark Guest - Art Editor
Nick Thackray - Senior Designer
Andrew Baxter - Website Editor
Jason Aughton - Website Developer