duPont REGISTRY Group (DRG) is putting the pedal to the metal with its recent appointment of Michael Chapin as the Chief Executive Officer of Petrolicious, the iconic platform celebrated by classic car enthusiasts worldwide. Known for producing cinematic-quality content that brings to life the artistry of automotive culture, Petrolicious has long been a fixture for collectors and car lovers alike, amassing millions of views on its YouTube channel and expanding its legacy through exclusive automotive documentaries and series.
With Chapin’s leadership, the future of Petrolicious looks poised for a new chapter—one that blends his entrepreneurial expertise with the enduring passion of car culture. But this isn’t just about reviving an established brand; it’s about ushering it into a new age, a time when digital content, community engagement, and storytelling are more vital than ever before.
A Vision for Growth and Revival
The duPont REGISTRY Group’s acquisition of Petrolicious in 2024 marked a turning point for the storied brand, which had seen a series of ownership transitions over the past few years. The brand, which started in 2012, became known for its emotive and visual celebration of classic automobiles, with its original videos touching the hearts of car enthusiasts and setting industry standards for automotive content.
With Chapin at the helm, Petrolicious is set for a revival that blends nostalgia with innovation. Antoine Tessier, CEO of duPont REGISTRY Group, expressed his confidence in Chapin’s leadership, citing his background in both entrepreneurship and media as the perfect fit to reinvigorate the brand’s core values of storytelling and high-quality production.
“Michael’s experience in media, e-commerce, and startups, combined with his deep-rooted passion for automotive culture, makes him uniquely qualified to bring Petrolicious back to its roots,” Tessier said. “This is not just about rebooting a brand; it’s about reigniting a community and a way of telling stories that resonates deeply with car lovers everywhere.”
Chapin’s Automotive Journey: A Career Built on Passion
For Chapin, the road to leading Petrolicious has been a lifelong journey—one that started with a passion for understanding the intricacies of vehicles. From a young age, he was captivated by the mechanics of cars, often found dismantling engines to understand how they worked. This fascination with engineering naturally evolved into a career as a race mechanic during his college years. But over time, his focus shifted from working with cars to building businesses—particularly in the digital space.
As the founder and former CEO of PartsHub, a cloud-based software company for the automotive aftermarket, Chapin gained invaluable experience in media and e-commerce. His company’s eventual acquisition by the Specialty Equipment Market Association (SEMA) only further cemented his status as a key player in the automotive industry.
Now, Chapin’s vision for Petrolicious is clear: to embrace the brand’s legacy while steering it into the future with modern-day storytelling techniques that will captivate a new generation of enthusiasts.
“Petrolicious inspired car enthusiasts around the world, and it’s important that we return to those core values of emotional storytelling,” said Chapin. “The love between a driver and their car transcends all cultures and backgrounds. That connection unites us, and we’ll continue to celebrate that bond in ways that resonate with both longtime fans and newcomers alike.”
The Intersection of Passion and Innovation
As Petrolicious transitions under Chapin’s leadership, the platform is poised to leverage the growing interest in luxury and classic cars while tapping into digital spaces where collectors and enthusiasts engage. With duPont REGISTRY Group’s extensive portfolio—spanning Canossa Events, Cavallino, FerrariChat, and Sotheby’s Motorsport—Petrolicious is poised to offer even more exclusive access to high-end car culture. The content will expand beyond documentaries and short films to incorporate new formats that engage digital audiences on multiple platforms.
Given the accelerating digital transformation in the automotive industry, Petrolicious’s ability to innovate and adapt is crucial. In 2025, content that blends storytelling with immersive experiences (think virtual reality, live-streaming events, and interactive car showcases) is becoming increasingly popular. Chapin’s strategic vision aims to expand Petrolicious’s offerings by leaning into these trends while preserving the essence of the brand’s heart: the emotional connection people have with cars.
With Chapin’s leadership, Petrolicious will continue its legacy of excellence, merging traditional automotive storytelling with cutting-edge technology to capture the passion and excitement of the classic car community. It’s about combining history with innovation, nostalgia with progress, and car culture with the future of media.
A Fresh Start for an Iconic Brand
In February 2025, Petrolicious is more than just a brand relaunch—it’s an opportunity for the automotive world to reconnect with the stories that make car culture so special. Under Chapin’s direction, the platform will celebrate the nuances of automotive art while expanding its reach and tapping into the next wave of car enthusiasts.
The road ahead for Petrolicious is as thrilling as the vehicles it celebrates—full of potential, driven by passion, and fueled by innovation. As the brand accelerates into this new era, it will continue to captivate the hearts of collectors and fans, offering a front-row seat to the world’s most cherished and legendary automobiles.
