Lowrider magazine is ending its print run with the March 2020 issue. The magazine is one of 19 titles that TEN: The Enthusiast Network will shutter by year’s end.
The auto pub, considered an icon of Chicano culture for 42 years, is going online-only.
“Simply put, we need to be where our audience is,” wrote MotorTrend Group President-GM Alex Wellen in a memo obtained by Folio.
Specializing in news about ground-hugging vintage cars, Lowrider also covered culture and politics in its early years. The magazine celebrated the lifestyle and artistry of lowriding for decades of fans.
First published in 1977, Lowrider was founded by San Jose State students Larry Gonzalez, David Nunez and Sonny Madrid. Ex-Olympic boxing champion Paul Gonzales, comedy duo Cheech and Chong and rappers Ice Cube and Snoop Dogg were later featured on the magazine’s cover.
“With a current social network of over 4 million people, we will continue to push Lowrider through all of our digital platforms and in doing so, we will be introducing fresh content, more frequent updates and expanding our coverage of the culture," Joe Ray, editor-in-chief of Lowrider wrote on the magazine’s Facebook account.
“The bottom line is that Lowrider will continue to be the uncontested leader and media outlet for our culture,” he noted.