The owner of a car hire company has revealed that influencers hungry for influence are hiring people who drive £500,000 supercars and then hide to appear as if they can drive .
Shameless social media enthusiasts now outnumber real drivers at luxury car rental companies, where engines have become “secondary to driving comfort.”
According to bosses, many of these luxury cars, from Lamborghinis to Rolls-Royces, are not hired to be driven at all, but used as props to impress online followers.
Some clients, often young entrepreneurs who made quick money in cryptocurrency, gaming, or modeling, even demand that their cars be parked outside posh Mayfair hotels so they can film themselves “arriving” at a lavish party.
Starr Luxury Cars CEO Ike Ordor said social media has “transformed” his industry.
In an interview with Metro, he said: “Ten years ago, I was helping car enthusiasts make their automotive fantasies come true.
“It’s all about the perfect Instagram shot these days.
“Our customers used to love the thrill of driving cars they could never afford. Today, it's not engine power that matters, but engine performance.”
He said one influencer changed clothes three times in the backseat between stops, making their content look like it was filmed on different days.
Another even asked staff to park a Ferrari outside a Mayfair hotel, leave the keys and disappear so they could appear on camera as if it was their own hotel.
“Sometimes the sight of luxury is just as valuable as the thrill of driving,” Ike explained.
The car rental company's CEO also noted that his customer base had changed significantly.
Once upon a time, loud Lamborghinis that screamed “look at me” were in demand.
Now influencers are chasing “quiet luxury,” elegant, understated styles that exude a more relaxed confidence, he explained.
“Instagram has changed my industry,” he said. “Ten years ago, people rented supercars for the driving experience. Now, half the time, they just want to enjoy the moment.”
“Social media has turned steering wheels into props and our cars into characters in their brand's story.”
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He explained that younger customers are often less interested in a car's performance and more focused on its impact.
A carefully staged photo showing a car pulling up to an exclusive London club can garner thousands of likes, while a short clip filmed behind the wheel can convince followers they're living the life of their dreams.
“We've had 21-year-olds renting cars for the weekend, without even having the means to insure them, and then driving around London's hotspots for hours, accompanied by photographers,” he added.
“For them, the engine is of secondary importance compared to the gearing.”
Sourse: metro.co.uk
