Basically it's Facebook for car nuts owned by Clarkson, Hammond and May - along with a few investors. Namely 21st Century Fox who punted £4.9 million into it along with another £4.1 million from Breyer Capital, Atomico and some individuals.
It may seem an opponent to the new Grand Tour venture undertaken by the trio with the backing of Amazon, but strangely enough Amazon are OK with it.
It's simply a hub, and the reason I say it's like Facebook is because it really is. You select the Tribe you want to see in your feed and it comes rolling in. You can comment, and share and all that jazz. Here's a shock about it all - one of the investors Breyer Capital is run by Jim Breyer who was one of the initial investors into Facebook.
The concept is simple, a Tribe Leader has a feed that focuses on a particular topic or interest, and then that Tribe feeds video, articles and general social media to its tribal members.
The CEO of Drivetribe is German entrepreneur Ernesto Schmitt, he is young, tech savvy and worth around £17 million. He knows the digital world.
So will it work? Most likely. The current crop of specially selected Tribe leaders already had a following of their own, (around 150 million people combined) so the site is going to immediately pull them in. And the leaders each seem to have their own contributors that can keep the tribal feed going.
In time there is no doubt that advertising will invade the feeds and that's inevitable, the investors - and the trio - would't be doing it purely for love. It might also get too busy, with too much to try take in, however it may just as easily become the world's biggest hub for this kind of content which would save us all hours of visiting the endless supply of websites across the ever increasing internet.
For now I say join, watch, take in the feeds, but don't be afraid to ditch it if it becomes too much.
It launches to the world on November 28.