BLONDE AMBITION
Inside the high-octane life of YouTube stunner ‘Supercar Blondie’ – brushing shoulders with celebrities and reshaping motoring entertainment
TO THE average Brit, the motoring world can seem like a mass of confusing mechanical jargon and a lot of unnecessary engine noise.
And unless you're a passionate petrolhead, cars aren't much more than a way to get from A to B - but one Aussie influencer is hoping to change that.
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Alex Hirschi, known as "", has built the largest social media following in the motoring world, entertaining fans by bringing cars back to basics.
The former radio host tailors her content for the everyday user, combining comedy, celebrity collaborations and some of the world's most impressive motors to keep her nine million followers on their toes.
And her no-nonsense approach is clearly working, with the launch of her very own TV show due in August.
In an exclusive interview with Sun Motors, Alex revealed what it takes to become one of the biggest names in the world of car entertainment.
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Motors with a difference
Starting out in broadcast journalism in her native Brisbane, Australia, it wasn't until Alex reached her 30's that her social media career got off the ground.
After taking up a radio job in Dubai hosting a drive show, the car enthusiast started covering track days and reviewing models for Bentley.
And as her following got bigger, so did the price tag on the vehicles she drove.
Alex told Sun Motors: “I just started uploading my experience of driving these cars for the first time. Bentley gave me a few more cars, I did a few more videos.
"Then I started trying to grow it into something bigger, so I knocked on a few doors with Ferrari, McLaren etc, and it just went from there creating videos.
“At the time, no one was doing what I was. There were a lot of car experts talking about cars, but not many people just making cars relatable and making them fun again.
"So I just wanted to make my videos enjoyable and point out a few cool things that everyone would find interesting."
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With easy-to-digest content, Alex - along with husband and videographer Nik - has been able to break outside of the traditional petrolhead niche, growing her audience across different age groups and nationalities, and appealing to both men and women.
She said: “The general population isn't interested in the nitty-gritty of cars.
“We try to have as little dialogue in the videos as possible. I want to try to have as many people as possible interested in my content, so it needs to go across language barriers.
“I use comedy to draw people into the motors and focus on being as visual as possible.
"What people are going to see on my platform is cars from a different perspective - so that I’m still speaking the same language to the general public. I don’t ever want to get too technical."
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A touch of celebrity
With over three million followers on alone, Alex regularly brushes shoulders with A-list celebrities who share her passion.
Having recently collaborated with Paris Hilton, linking up with famous faces is just part of the everyday in this social media star's high-octane lifestyle.
She said: "I've got to meet some big names recently like Keanu Reeves, Jay Leno and Ben Stiller.
"A lot of celebrities love cars, and because they have the money, they get involved in the car world.
"People like Kevin Hart follow me and a number of celebs I have direct contact with, so we are always trying to meet up with these people to collaborate."
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She's also held in high regard among motoring royalty, joining forces with former Top Gear hosts James May and Richard Hammond last year.
"A highlight for me was filming with the (former) Top Gear guys, which was first time they had worked with someone on social media to promote The Grand Tour.
"They chose to work with me and that was awesome. I watched them for so long and they are icons in the industry."
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Car Crews with Supercar Blondie
With her online popularity only continuing to grow, Alex's move into TV was the natural next step.
Having partnered with Netherlands-based channel, InsightTV, is due to launch on August 22.
And it's far from your average car show.
While Alex says it draws a few similarities to popular automotive series', Car Crews takes more of a documentary approach.
The show looks at the people behind some of the USA's most dominant motoring cultures, along with the extreme and unusual vehicles they drive.
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Alex told Sun Motors: "I went from East Coast to West Coast, through New York, Detroit, Miami, Houston, Las Vegas and LA, and in each of those cities, I went into a different car culture.
"Everything from lowriders and rat rods to muscle cars and the street racing scene, we explored the stories of the people in those cultures and why they love cars so much.
"It got really serious at times, we had people tearing up telling me why they love cars so much; it had saved them from a life caught up in gangs or drugs."
For the groups featured in Car Crews, their motors are more than just a way to get around - they're a way of life.
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Alex said: "We went into Compton and followed the street racing scene there.
"We were right in the heart of where a lot of gangs operate, and they were telling me cars are the only things keeping them from being violent.
"During our trip to Houston, we were at a meeting with the SLAB community.
"They are all really nice guys, but it was a bit intimidating to see an AK-47 on the passenger seat of the car I was supposed to be getting into.
"Their friends had been killed because the rims they put on their car were so in demand they’d been stood up at a red light with a gun to their head.
"It matters to them so much that they’re willing to risk their life for rims."
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launches on August 22 on Insight TV UHD, HD and .
Frank le Mair of Insight TV said: “Car Crews with Supercar Blondie will take viewers and supercar fans on a turbo-charged journey across America, learning about the unique cars and driving cultures in modern day USA.
"As one of the world’s leading supercar influencers, we’re delighted to welcome Alex to the Insight TV Family and viewers can relax in the passenger seat as she gets hands-on with incredible vehicles, meets their owners and drives through breath-taking locations.
"Once again demonstrating why Insight TV is king of the road for storytelling and adventurous content.”
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