In Jay Leno’s latest column for The Times, he talks about the American Top Gear and the struggles it will face in a sponsor driven market.

Another problem for Top Gear in America is the biting humour and criticisms of the cars. My great fear in America is that, for instance, if Kia was our sponsor this week, we’d have to say the car was fantastic.

He also mentions why he won’t be hosting it:

So someone calls me from the network and is clearly not a car person. He says: “You like cars, right?” I say yes. “Like, all kinds of cars?” Well, yes. I like all kinds of cars. Why? “Well, the network has bought the TV show . . . um . . . High Gear? Top Gear? Top Gear! Top Gear, yes. We know you like to build cars.”

I ask: what’s the plan for the show? “Well, like, one week you build a car that flies and the next week you make a car that goes under water.” So I said: you know you can’t build these things in a week.

In my mind I can just see Jeremy lambasting Americans for what they did to his show. So I think: I’ve got to run away from this as quickly as I can. So I tell him that, as much as I like the show, I try not to make my hobby my job.

The full article is very worth a read as he makes some really valid points. I’m less hopeful for the show now though after reading his article, but I still haven’t given up all hope.