Joining automakers like Ford and Pontiac in an ambitious attempt to reconnect their audiences -- as well as build up networks of supporters -- the question still stands if users can be expected to stay interested and contribute to yet another social network among the sea of available options.
For my money, bringing together legions of loyal customers and auto enthusiasts can only strengthen their ties to the brand, but six months down the line only the truly well-managed sites will be able to make it through the inital rush of interest.