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The Max Power Generation or…Whatever Happened to The Likely Lads?

Cars Culture

ex Max Power staffer Gary Inman on the rise and fall of a vibrant UK Car Cult...

To those not embedded within the Max Power culture, its passing would hardly raise a ‘meh’, but this was a multi-million pound business with a dozen or more magazines feeding it, the largest of which was selling a quarter of a million copies per month.

Hundreds of companies serviced the desires of rabid consumers. The culture was lampooned on mainstream TV by Sacha Baron Cohen’s career-launching Streatham Lad. And now it isn’t, and it’s not easy to pinpoint why it has vanished into a puff exhaust smoke.

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