About

Image credit: Neil Birkitt

My name is Elaine Catton and I’ve been in the auto industry all my professional life. As a freelance journalist, I wrote largely on industry and technology topics with the occasional foray into product when presented with the opportunity to drive a fast car (who wouldn’t!). After around 20 years writing for print, I created this site as part of a Masters project to establish a digital platform for my own work. As well my familiar stomping ground of automotive, it also covers other topics I explored during my Masters in International Journalism for Media Professionals.

During my print years, I was a regular contributor to industry publications such as Automotive News and Automotive Engineer as well as news-stand and enthusiast titles in the US and UK. These included European Car, Audi Driver, Volkswagen Driver and quattro quarterly. I also wrote for corporate publications like Encounter (Audi’s technology magazine) and ettore (the Bugatti customer magazine).

Between 2019 and 2021, I produced a number of videos for my portfolio and my Masters. Here are three examples.

I have also been invited to speak as an expert by Scottish television broadcaster STV News. My appearances have included pre-recorded packages filmed via video link and on-location as well as live on-air in the studio. Here are two examples of pre-recorded packages.

Working on my Masters provided me with the opportunity to explore the world of documentary making using nothing more than an iPhone 7, one or two basic accessories and simple editing package. Thanks to the natural sparkle and storytelling of my lovely subject, Nanny Noodles very quickly gained nearly 2,000 views.

I have driven in some very interesting vehicles…

Image credits: Neil Birkitt, Heiko Simayer and Dominic Fraser

…and have been let loose a few times with a microphone. As well as guest appearances on motoring platforms, I served as moderator and host at enthusiast event Audi Driver International and the Audi Driver Magazine annual awards. Although not necessarily connected, Audi even saw fit to name a concept car after me 😉

Image credit: Cassie Creations
Image credit: Audi AG

I speak fluent German and work extensively with communications agencies and publishers on corporate accounts. This provides me with excellent insights into a wide range of innovations and developments in this fast-moving industry. Current and past example include:

  • Press material, social content and speeches for OSK GmbH (Mercedes-Benz, Harman, ZF)
  • Books and magazines for Delius Klasing Verlag (Porsche, Bugatti, Opel, Mercedes-AMG)
  • Corporate publications for Reil Media GmbH (Audi, Volkswagen)
  • Technical papers for Volke-Kommunikations-Design GmbH (Volkswagen)
  • Corporate publications for Reil Media GmbH (Audi, Volkswagen)
  • Publicity material for other tier 1 suppliers (GKN, Kiekert, Knorr Bremse, Outokumpu, Johnson Controls, Schaeffler)

So where did it all start?

I began by studying Industrial Design in Edinburgh, after which I joined an engineering development company specialising in superchargers and other powertrain technology. This gave me a sound appreciation of the technology underpinning how vehicles move – not a bad start. I then went to work in the truck components industry – for a company that made axles, transmissions and chassis components. Not only did this teach me about the commercial vehicles sector, I also picked up quite a bit about manufacturing along the way. By now, I had switched to marketing and communications, which taught me to explain to others what this business is all about.

The final stop on my corporate journey was with Cosworth, a company best known for its associations with Formula 1 and with 1980s high-performance road cars.

I took the decision to go freelance in 2000 and have been there happily ever since.