We recently connected with Amelia Dalgaard and have shared our conversation below.
Amelia, thanks for taking the time to share your stories with us today So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
The mission behind Motorhead Mama is to unearth the car lover in everyone. Before I started writing the blog, I read Car and Driver, Road & Track, and Automobile religiously. Yet, I didn’t think of myself as a car person. I believed that only grease monkeys, ‘wrenchers’, and those who spent a lot of time with their head under the hood could be an enthusiast. So I started the blog anonymously.
As it became more popular, I realized that not only did my opinion matter, but it was valuable. I also realized that I wasn’t the only one who felt excluded by the popular notion of what it means to “be into cars.”
Amelia, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
It was the end of the recession and I was working in the design industry in a miserable job. No one wanted to spend any money and my boss was a bully. To clear my head, I’d walk around West Hollywood near the PDC and take pictures of crazy cars. I’d then write a smartass caption and text them to my friend in NY who missed LA. Finally, she got fed up. “Just start a blog already, Amelia!” she said. I replied, “What’s a blog?”
After a bit of research, I started Motorhead Mama anonymously (I told no one, including my husband) so I could say what I was REALLY thinking without judgment. I made fun of the most pretentious cars, celebrated the homegrown weird rides, and tried to explain the nuances of LA street culture through the cars that bring it to life. Much to my surprise, people read it.
Eventually, I noticed the inbox filling with invites from automakers, offers from brands, and inquiries from PR teams– all of which I assumed were spam! Finally, a reader wrote “this couldn’t be written by a woman, she knows too much about cars!” That was the moment I put my face on the website and immediately wrote that guy a scathing response.
I’ve had so many amazing experiences as Motorhead Mama. One big one was when Tom and Ray Magliozzi from CarTalk reached out to say they were fans. I couldn’t believe it. I have listened to CarTalk since I was a kid! I wrote a few articles for them, which was an honor. The other ‘pinch me’ moments include meeting writers I’ve admired since childhood–Ken Gross and Jean Jennings–and hearing their stories. Not to mention, being flown around the globe by automakers and test-driving new cars every week or so is truly as amazing as it sounds. I never tire of it! (all puns intended)
The challenge is always to stay true to myself. I can’t and won’t pretend to be something I’m not. I may look like a well-behaved Westside mom, but I will always want to drive too fast, tell a dirty joke, and swear more than most. Honestly, staying true to that is my superpower.
Have you ever had to pivot?
I’ve pivoted so many times in my career! My uncle (a lifelong stock broker) once introduced me as “the woman who has had more careers than anyone he knows.” It was meant to rattle me into a stable career, but it didn’t work. I’ve pivoted from the entertainment industry to the design industry to automotive.
Because I had changed jobs so many times, when various “corrections” hit– the tech crash, the recession, the COVID lockdowns– I knew exactly what to do. While others panicked, I got energized by the opportunity for change.
The world that we now live in is unstable and will continue to be so indefinitely. Thus, I never worry about myself rising to those challenges.
How’d you build such a strong reputation within your market?
Although my story sounds seamless, it’s been a bumpy ride. When I rose as a blogger, the tension between traditional automotive journalists and bloggers/influencers began to boil. I remember my first drive partner on a media drive told me “Thank God you can actually drive! Not like these stupid mommy bloggers!” I finally pulled over, shook his hand, and said, “Motorhead Mama, nice to meet you.” We had a good laugh.
But I heard that a lot. That I wasn’t “legit.” That I was taking the place of someone more important. In the beginning, I felt guilty. These were guys I admired! Finally, I owned my place and fought back the only way I knew how–with words. I wrote articles that were quoted in trade journals and by top executives. I eventually realized that people knew and respected my work, even if it was funny. Like Jim Carrey said, “I may be funny, but I’m not a clown.” Of course, there are some people you’ll never win over. That’s fine by me.
Contact Info:
- Website: https://motorheadmama.com/
- Instagram: @motorheadmama
- Facebook: https://www.facebook.com/motorheadmama
- Linkedin: https://www.linkedin.com/in/amelia-dalgaard-b344285/
- Twitter: @motorheadmama
- Youtube: https://www.youtube.com/c/MotorheadMama/videos