A journalist quit her day job to become a ‘car influencer and now she is making millions of pounds a year just by posting content for petrolheads. Alexandra Mary Hirschi, who was a radio host, started her luxury car social media account “Supercar Blondie” as a fun side hustle.
The Australian blonde decided to leave her home in Queensland and moved to Dubai in 2008 where she would discuss and review cars on a radio show after ditching her day job to focus on her own supercar content, she’s now one of the most successful ‘carfluencers’ in the world.
With a total audience of over 14.3 million followers, she can now command in excess of £6,000 (N3.3 million) for a single post on TikTok. It is estimated that her lucrative brand partnerships can earn her £2.2million (N1.2 billion) per year.
The “Supercar Blondie” uploads high-glam footage and photos of herself with a stream of the most desirable and expensive cars on the market. She has posted pictures with the likes of Ferraris, Aston Martins and Paganis in beautiful backdrops. Her most popular video on TikTok shows her cruising around in the Rolls Royce 103X concept car, a snazzy self-driving vehicle that does not even have a steering wheel.
She has also featured on BBC’s Top Gear and has been pictured with some of the world’s biggest stars like The Fast and Furious Vin Diesel and Aaron Paul from Breaking Bad.
In an exclusive interview with Sun Motors in 2019, Alex revealed what it takes to become one of the biggest names in the world of car entertainment. Starting out in broadcast journalism in her native Brisbane, Australia, it was not until Alex reached her 30’s that her social media career got off the ground.
After taking up a radio job in Dubai hosting a drive show, the car enthusiast started covering track days and reviewing models for Bentley. As her following got bigger, so did the price tag on the vehicles she drove.
Alex told The Sun Motors: “I just started uploading my experience of driving these cars for the first time. Bentley gave me a few more cars, I did a few more videos. Then I started trying to grow it into something bigger, so I knocked on a few doors with Ferrari, McLaren etc, and it just went from there creating videos. At the time, no one was doing what I was. There were a lot of car experts talking about cars, but not many people just making cars relatable and making them fun again. So I just wanted to make my videos enjoyable and point out a few cool things that everyone would find interesting.”
With easy-to-digest content, Alex, along with husband and videographer Nik, has been able to break outside of the traditional petrolhead niche, growing her audience across different age groups and nationalities, and appealing to both men and women.
She said: “The general population isn’t interested in the nitty-gritty of cars. We try to have as little dialogue in the videos as possible. I want to try to have as many people as possible interested in my content, so it needs to go across language barriers. I use comedy to draw people into the motors and focus on being as visual as possible. What people are going to see on my platform is cars from a different perspective – so that I’m still speaking the same language to the general public. I don’t ever want to get too technical.”
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