What started as a weekend hobby became a global powerhouse of automotive storytelling
Alex Hirschi, better known as Supercar Blondie, began her journey as a journalist in Dubai with an unexpected passion for cars. Partnering with her husband, Nick Hirschi, they’ve built an empire of over 120 million followers, racking up nearly 2 billion views monthly. Their story is a testament to risk-taking, adaptability, and embracing change. From social media stardom to running a sustainable business, Alex and Nick shared their journey from casual car enthusiasts to industry innovators.
The Lowdown
Alex quit a stable radio job with just 50,000 Instagram followers; now Supercar Blondie is a media giant.
Their business model evolved during COVID, leveraging user-generated content and strategic hiring.
Supercar Blondie creates tailored content for each platform, with Facebook being a key driver of their growth.
They've diversified with SPX Cars, a high-end auction platform connecting car enthusiasts globally.
"It Was Just a Hobby for a Year and a Half"
Passion can drive you to unexpected places.
Alex’s first big break came when Bentley offered her a press car for the weekend.
She and Nick juggled full-time jobs while filming cars in their free time.
At 50K Instagram followers, brand deals started surpassing her radio income, prompting her to quit.
"Everyone thought I’d be back at the radio in six months—but I didn’t look back." – Alex Hirschi
"We Never Saw It as a Business"
COVID forced them to think like entrepreneurs.
Pre-COVID: Travel-heavy schedule, 300 days a year filming.
Lockdowns made them pivot to remote content, sourcing videos from global followers.
This sparked hiring, process implementation, and strategic expansion into a media company.
Now, their team spans 70 people across offices in London, Dubai, Manchester, and LA.
"COVID was a turning point. We went from a duo to a structured team." – Nick Hirschi
"Content for Every Platform"
Different audiences need tailored approaches.
Facebook became their viral playground due to its shareability.
They create specific content for TikTok, Instagram Reels, Snapchat, and YouTube.
Platforms shift constantly; staying nimble is essential to maintain relevance.
"We were one of the few who realized Facebook's power early on." – Alex Hirschi
"How Do You Sustain a Business Beyond Yourself?"
The goal is a legacy, not burnout.
Early on, Alex questioned how to ensure longevity beyond her on-camera presence.
Today, she appears in only 5% of videos, while other hosts diversify the brand’s voice.
SPX Cars, their high-end auction site, leverages their audience and trust for seamless global transactions.
"Your passion becomes your job. You need to find your way back to passion." – Alex Hirschi
"The Secret to the Algorithm?"
Keep it visual, fast, and relatable.
Instagram Reels and carousels are the top-performing formats currently.
Content should be visual-first, catering to muted playback users.
Grabbing attention in the first two seconds is critical to stop the scroll.
"Think about content for people who don’t have the sound on." – Nick Hirschi
Quickfire
Q: What’s your advice for creators?
Alex: Do what you love, but be ready to work harder than ever. Find your way back to your passion when it feels like a job.
Nick: Be authentic. Audiences connect with genuine personalities.
Q: How do you stay creative?
Alex: Our team constantly generates ideas. New platforms mean new opportunities.
Nick: Broaden your horizons—jets, submarines, mansions. It’s not just about cars anymore.
Final Thought: Supercar Blondie isn’t just a brand—it’s a testament to blending passion with strategy. For Alex and Nick, the journey from revs to revenue is about more than cars; it’s about building something that lasts.
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