Alex Hirschi launches supercar auction site
A Dubai blogger Alex Hirschi, known as Supercar Blondie, and co-founder of SB Media Group, has launched SBX Car, an auction site that specialises in classic cars, hypercars, supercars and specialty vehicles with an average value exceeding US$1 million.
The SBX Car website went live on Tuesday. It will feature around 80 cars, including the world’s first Mercedes-AMG One and even the Hyperion XP-1 prototype.
London-based SB Media Group, founded in 2020 by Alex and her husband, has grown from a single Instagram account to a social media network that generates more than two billion views a month from its 110 million followers.
SB Media Group’s latest venture has come a long way from the days when Ms Hirschi was a presenter on Dubai Eye 103.8 and first started posting car reviews on her personal Instagram account in 2015.
Two years and many car reviews later, she quit her job after reaching 50,000 followers on Instagram and dedicated her time to growing her business by partnering with car brands.
“I started out like any other regular blogger. I just had an Alex Hirschi account. I didn’t post anything special, mostly for friends and family,” said Ms Hirschi, “One day I just started sharing my personal impressions of unusual cars, but from a girl’s point of view, not as an automotive journalist.
In 2017, Alex moved to full-time reporting, and the following year her husband, who was working at Bloomberg at the time, joined her. “He gave up his career in finance and joined me in 2018, so it was just the two of us running around the world and finding the coolest cars,” she says.
In 2020, when a pandemic limited their ability to travel the world, they created the website Supercar Blondie, and hired a team of people to collect content from various authors to post on their channels.
Influencer Marketing Hub, a Danish company that tracks the social media industry, estimates that Alex’s company was worth US$ 1.7 billion in 2016. In 2022, it was worth US$ 16.4 billion and is expected to grow to US$ 24 billion this year.
Source: The National
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