Supercar Blondie Is Going Into the Auction Business

Social media personality Supercar Blondie, a London-based Australian whose real name is Alex Hirschi, found her niche posting automotive eyecandy for eager viewers rather accidentally.

“I started out as a journalist, and I just fell into cars through my radio show,” says Hirschi.

For someone who “fell into” cars, they’ve certainly been good to her—the Supercar Blondie network of social channels that includes Supercarblondie.com has 110 million subscribers, including 18.4 million on YouTube and 56 million on Facebook. The content has 2 billion views per month, according to the company.

Alex and Nik Hirschi, the Supercar Blondie couple, in Las Vegas.
Jim Motavalli photo

Hirschi, whose first car was a lowly Mitsubishi Lancer, produces the Supercar Blondie content with her husband, Nik Hirschi, who is Swiss. The radio show was on the Arabian Radio Network in Dubai from 2012 to 2017. Dubai is full of supercars, and Hirschi, then known as “Radio Blondie,” said it was a natural fit to drive some of them—Bentleys, McLarens, Ferraris—for on-air features. The independent Supercar Blondie content creation company was launched in Dubai (where Nik Hirschi worked at Bloomberg, Barclays, and Thomson Reuters) in 2017 and has been growing ever since.

“I just loved supercars, and what started out as a hobby after I was loaned a Bentley Flying Spur to drive around Dubai eventually got more serious,” Alex Hirschi says. “We started filming my encounters with cars and uploading the video to our channel.” These days the couple travels 300 days a year; Penta first caught up with them at the Consumer Electronics Show in Las Vegas .

The Tyde Icon electric hydrofoil uses BMW batteries.
SBX Cars Photo

And now SB Media Group, based in London with 65 employees, Nik as CEO and Alex as the co-founder and on-air talent, is going into the auto auction business. SBX Cars, based in California, launched this week. The inaugural inventory goes beyond cars, and includes an electric Tyde hydrofoil yacht designed by BMW. There’s also a no-reserve Tesla Cybertruck, a one-of-nine Lamborghini Veneno Roadster, and a one-of-three Lamborghini Veneno Coupe. Likely attracting attention will be the first public auctions of the Mercedes-AMG One and the Hyperion XP-1 hydrogen-powered prototype. There were three LaFerrari prototypes, and one will be auctioned by SBX Cars.

A collection of John Player Special Lotus F1 racing cars will also be auctioned, as well as Lotus transporters, and founder Colin Chapman’s personal plane and some vehicles from his garage. Other high-dollar items include a Mercedes 300SL “Gullwing,” a Lamborghini Miura, a BMW 507, and an Aston Martin DB5. The estimated valuation of the auction lots consigned is US$100 million.

The Mercedes-AMG One was limited to 275 units.
SBX Cars Photo

The auctions will be online, but there could be some in-person events in the future. “We’re going to be the only digital auction site that focuses on the high end,” Nik Hirschi says. “We will focus on cars that are super-cool, with many that are one-of-a-kind, and we’re going to be attracting collectors from all over the world. Every car will be represented on the site with 200 photographs, taken by our global network.” Video will also be available.

SBX Cars says it will speed up the process for consignors, with just a few weeks until their cars become available on the site. Once up, the vehicles will remain available for one to two weeks. SBX Cars Auction Director Lance Butler, a Bonhams veteran, said in a statement that the auction “introduces our clients to a far easier buying and selling process, all while accessing one of the world’s largest global audiences by way of Supercar Blondie.”

The prototype Hyperion XP-1.
SBX Cars Photo

Mercedes 300SLs, Aston Martin DB5s, and BMW 507s are frequently auctioned around the globe, but SBX features some true exotics.

The recent budget has forced a reckoning for property investors.

Negative gearing now restricted to new residential builds, the CGT discount gone and on paper, the numbers look different.

And many investors are responding by pivoting toward yield, prioritising cash flow over capital growth in a way that property strategists say misses the point entirely.

“The debate has shifted to yield versus growth as if they are opposing forces,” says Abdullah Nouh, founder of Melbourne-based buyers’ agency Mecca Property Group. “But that framing is itself the mistake.”

Nouh, who works with high-net-worth families and investors on long-term acquisition strategy, argues that capital growth remains the primary driver of genuine wealth creation and that the post-budget environment has made quality assets more important, not less.

The numbers make his case plainly. An additional $500 per week in rental income is welcome. A prestige asset appreciating by $1 million over a market cycle is transformative.

These are not equivalent outcomes, and portfolios built around yield at the expense of location and land value tend to generate income while wealth stands largely still.

The more nuanced shift Nouh is seeing among sophisticated investors is a move toward assets where both outcomes can be engineered simultaneously – established homes on substantial land in quality locations, where the existing dwelling can be repositioned, rental returns improved, and the underlying land value compounds independent of what sits on it.

For investors with existing equity, commercial property is also entering the conversation in a more serious way.

Prestige industrial assets, medical centres and long-leased essential retail offer income profiles that residential property in most capital city markets cannot currently match: longer lease terms, tenants covering outgoings, and greater predictability than the residential tenancy cycle.

“The investors who build lasting wealth are rarely the ones who chased yield or growth exclusively,” says Nouh.

“They are the ones who built a strategy they could sustain – one that generated enough income to hold quality assets through multiple cycles while those assets compounded in value.”

The budget has changed the settings. It has not changed the fundamentals.

Supercar Blondie Is Going Into the Auction Business

The federal budget has rattled property investors. But the biggest mistake isn’t the tax changes, it’s the conclusion many are drawing from them.