Supercar Blondie, the luxury whip-focused content creator who has more than 100 million followers across platforms like YouTube, Instagram, TikTok, and Facebook, is starting her own auction house.
SBX Cars will sell “hypercars and other expensive toys,” according to Bloomberg. The outlet sat down with Supercar Blondie–aka 38-year-old Alex Hirschi, who’s from Brisbane and runs the Blondie content business with her husband out of Dubai–ahead of SBX’s launch.
Hirschi and her husband chose to use Supercar Blondie’s longtime presence in the land of Ferraris, Lamborghinis, and Bugattis to start an auction house because there’s “a gap in the market,” she told Bloomberg.
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“We receive a lot of people asking if we have a buyer for one of their unique cars, and we have other people saying, ‘Hey, I want to find this car. I can’t find it anywhere. Do you know of someone?'” she added. “There are incredibly wealthy people sitting in markets that no one is serving, and they are watching.”
Hirschi said SBX has already confirmed more than $100 million in consignments. She plans to set the house apart from other supercar/luxury “toy” auctions by selling rarer finds: SBX’s first lots include vintage Formula One cars from the 70s and 80s, a Mercedes-AMG ONE, a Tesla Cybertruck, a BMW glass yacht, and a hydrogen electric-powered prototype Hyperion XP1.
Lance Butler, who’s come on board as SBX Cars’ auction director, said the house plans to host between 15 and 20 auctions per week–for now. Those auctions will last one to two weeks. SBX Cars will make its money by charging owners $250 to list a vehicle for auction, and charging buyers a 5% premium on the final sale price.
Hirschi’s also hoping SBX Cars will drive revenue by auctioning cars she shows off in Supercar Blondie’s content.
“The point here is not that all billionaires follow us [on social media],” Hirschi told Bloomberg. “The point is that we can do a video on a car and get 20 million views, and then someone sees the car is for sale, shares it to WhatsApp and a collector says ‘Did you see this?’ That’s the point.”
SBX Cars launches April 2.
