Supercar Blondie: Turning Passion for Cars into a Global Empire

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.