With 18 years spanning Autoline, CNET, and TopSpeed, Craig Cole has become automotive journalism’s foremost analyst of the EV transition. His work blends manufacturing insights with environmental accountability, offering readers both technical depth and real-world relevance.
“The most compelling stories show how today’s factory floors are financing tomorrow’s breakthroughs.”
We’ve followed Craig Cole’s work across two decades of automotive journalism, observing his evolution from classic-car chronicler to electrification expert. His current role at TopSpeed positions him at the intersection of legacy automaking and the EV revolution, offering unique insights into an industry in flux.
Cole’s journey began in 2007 at Autoline, where he cut his teeth on industry analysis before transitioning to video production at AutoGuide. His 2019 move to CNET’s Roadshow marked a pivot toward EV coverage, culminating in his current position as TopSpeed’s lead analyst for electrified transportation. This progression mirrors the automotive industry’s own shift toward sustainable mobility solutions.
Cole’s deep dive into Porsche’s flagship plant exemplifies his ability to contextualize automotive history within modern manufacturing realities. The 2,500-word analysis contrasts hand-hammered 356 bodies with robotic Taycan assembly lines, using production metrics to predict how legacy automakers might balance heritage with innovation. His inclusion of exclusive interviews with veteran factory workers adds human dimension to the technical narrative.
“What began as a workshop for Ferdinand Porsche’s engineering experiments now produces 200 Taycans daily – each requiring 30% fewer assembly hours than their combustion counterparts.”
This environmental piece showcases Cole’s talent for connecting corporate sustainability efforts to broader climate initiatives. By analyzing Hyundai’s reforestation budget ($4.2M) against CAL FIRE’s 2025 wildfire mitigation targets, he creates a framework for evaluating automakers’ ecological commitments. The article’s viral success (1.2M social shares) demonstrates public appetite for concrete environmental reporting over greenwashing claims.
Cole’s examination of Toyota’s hybrid inventory surplus (42 days’ supply vs industry average 33) reveals his knack for transforming sales data into market intelligence. The article predicts how automakers might leverage hybrid demand to fund EV R&D, featuring a proprietary analysis of dealership floorplan financing impacts. Automotive News later cited this piece in their coverage of OEM electrification strategies.
Cole’s Hyundai reforestation piece demonstrates his preference for quantifiable environmental impact. Successful pitches should include metrics like CO2 reduction per vehicle or recycled material percentages, as seen in his 2024 analysis of Ford’s closed-loop aluminum system.
The Porsche factory article’s structure – contrasting vintage production methods with modern techniques – provides a template. Pitches comparing traditional OEM supply chains to EV startup approaches (e.g., gigacasting adoption rates) align with this narrative style.
Cole’s coverage of Michigan-based battery plants (2023) and California wildfire initiatives shows his focus on domestic impacts. Regional data points like job creation statistics or state incentive programs increase pitch relevance.
Notably absent from Cole’s portfolio are pieces on hydrogen vehicles or autonomous driving systems. His work centers on commercially viable technologies, making pitches about production-ready innovations more effective than conceptual ones.
His 2024 series on EPA emissions rules illustrates how policy changes drive coverage. Pitches connecting regulatory timelines (e.g., California’s 2035 ICE ban) to automaker strategies align with this approach.
Recognizing his Hyundai reforestation investigation, this honor from North America’s oldest automotive journalism organization underscores Cole’s dual expertise in automotive and environmental reporting.
The Midwest Automotive Media Association honored Cole’s battery supply chain deep dive, particularly his explanation of lithium hydroxide vs carbonate processing – a complex topic made accessible to general audiences.
