Influencer marketing in the automotive industry

[Dimaeiya333]

Buying a new car is one of the most considered and important investments, so buyers look for reassurance and advice to make the right decision. But the shift in digital media is also forcing the automotive industry to adopt new marketing strategies, and since sales of internal combustion vehicles are declining overall, influencers are now the hope of the automotive industry. Therefore, it is highly recommended that car manufacturers and suppliers invest in influencers from the sector. In the Kolsquare blog, we explain what you need to know.


Car and motor journalist vs. influencer?
Motoring journalists have always had to deal with certain prejudices or accusations. In 1997, for example, the German television magazine “Panorama” reported on the corruptibility and venality of motoring journalists. The public broadcaster’s contribution criticises so-called “champagne journalism”, which describes the tacit interweaving of privileges for journalists through (luxury) trips, gifts or permanent luxury cars in exchange for positive information. But these obvious favours are only the tip of the iceberg; direct influence through the placement or cancellation of advertisements also plays a role .

Not only the now financially declining journal Motor und Auto is struggling with this speculation, because automotive influencers are accused of the same thing. Who can be objective when it comes to champagne and luxury cars? It is hardly a question of the technical characteristics of the test vehicles, because the "anorexic authors in high heels" would not understand any of that anyway, as the Swiss online magazine "Radical" scorns. However, it remains to be seen how relevant or worth listening to the unnuanced or unconstructive criticism of the two authors Peter Ruch and Fabian Mechtel is.

However, it is a fact that carfluencers can earn more than Formula 1 drivers nowadays. According to GoCompare.com, Australian Alex Hirschi, better known as “Supercar Blondie,” is the highest-earning person in the world from cars.

The figures published are estimates based on a 2019 report from eMarketer, where communication directors email list an Instagram follower is worth an average of 0.0033p (0.00428 cents) to an influencer. Accordingly, annual earnings are determined based on the number and type of posts, followers across channels, and engagement rate.

The Rich List of Rich Carfluencers
Australian Alex ( @supercarblondie ) tops the top 3 of GoCompare’s list of best carfluencers. 10.1 million followers follow the self-proclaimed “that car girl” on Instagram, and therefore her sometimes exotic but certainly luxurious cars as she cruises around the city.

Second place goes to Marcel Eris ( @montanablack ) with 3.2 million followers on Instagram. Unlike other car influencers, the German has won over his followers with live game streams . However, his passion for expensive cars, which he has allowed to grow into a considerable collection, is broadening his audience, who are particularly fond of his reactions to the sounds and driving mistakes of new supercars.