What happens when a social media sensation with over 120 million followers and billions of views per month decides to use that global presence? Well, Alex Hirschi, better known as Supercar Blondie, did just that. She and her husband Nik launched SBX Cars last April and have now appointed Rogelio Choy as its new CEO.

Introducing the New CEO

Nik Hirschi, co-founder and CEO of the Supercar Blondie Group, emphasizes the need for someone with both expertise and industry knowledge. While Alex and the team bring marketing and audience-building skills, scaling the business requires a leader like Rogelio Choy.

Choy's Background

No stranger to the digital marketplace for automobiles, Choy was previously the CEO of Cars & Bids. While that platform serves a wide range of vehicles and domestic enthusiasts, SBX Cars has a narrower demographic but broader geographic reach. Choy respects the success of Cars & Bids but believes SBX has a different focus. Its mission is to broker blue-chip collectibles, supercars, hypercars, and concepts from an international pool of buyers and sellers.

Choy did his undergraduate studies at Duke and received his MBA at Stanford University Graduate School of Business. He sees the collector-car segment as challenging but healthy, with key factors for success being price, liquidity, and trust. His love of automobiles, passed down from his father, drives his passion for this industry.

Market Shifts and Impact

Choy notes a significant shift in the market, with younger collectors driving overall demand. This leads to good support and pricing for later-model cars but a direct impact on older-generation cars. For example, the 1960s-era Lamborghini 400 GT has seen a nearly 20 percent drop in value over the past year. High inflation and interest rates have dampened the collector market. However, he expects a big upswing in demand as the economy improves.

Evidence of the popularity of later-model exotics through SBX Cars is clear. A 2024 AVG Batmobile sold for $270,000, a 2024 Lamborghini Huracán Tecnica fetched $320,000, and a 2015 Lamborghini Veneno Roadster sold privately for $6 million. Older icons like the 1955 Mercedes-Benz 300 SL “Gullwing” Coupe are also part of the mix.

Launch and Future Plans

When asked about the online-auction house's trajectory, Hirschi acknowledges the initial splash with over $100 million worth of cars on the platform but emphasizes that getting cars sold is the real test. They have refined their team along the way, which has slowed them down from early projections but was worth it. Hirschi is excited about partnering with iconic car events and creators worldwide to build a strong SBX community.

Choy agrees, highlighting the ability of SBX to give sellers access to the largest auto-enthusiast audience in the world. This is where he wants to continue to invest.