How dealers woo buyers of Supercars

New York

BRETT David has made nearly US$2 million by selling cars through Instagram in the first half of this year alone. That figure refers to sales sparked directly by specific Instagram posts, the 30-year-old owner of Prestige Imports said last week in Miami. It does not even include sales that may have been inspired by an Instagram post at first but took some time to percolate before finalising.

"I can't even begin to tell you how important Instagram is to these guys - it's scary," said Mr David. He said that he has sold US$1 billion worth of Lamborghini cars since 2007. He met his biggest customer, Kris Singh, on Instagram; the collector, who boasts more than 681,000 followers, reached out to Mr David about a Lamborghini Reventon, ended up buying a Pagani, and has since bought many more six- and seven-figure cars from the dealer as well.