An Irish woman’s car dealership has gone viral on social media and is revolutionizing the car industry.

Wicklow-based Ashford Motors has taken the internet by storm in recent months, all thanks to proud founder and owner Nadia Adan.

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Nadia and Ashford engines have found viral fame in recent months
She describes her business as a car dealership

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She describes her business as a “boutique” car dealership
Owner Nadia Adan quit her high-paying job in finance to pursue her dream

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Owner Nadia Adan quit her high-paying job in finance to pursue her dream
Wicklow-based Ashford Motors led the way in social media marketing

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Wicklow-based Ashford Motors led the way in social media marketing

Nadia decided to pursue her dream after selling her first car for a profit while working in finance as an equity analyst.

Speaking to the Irish Sun, she said: “I love cars, and I always heard about cars from guys I worked with, Porsches, Range Rovers, stuff like that, serious money.

“And when I sold my first car in a parking lot on my lunch break, I made a nice profit.

“That’s when I realized there was a huge market for premium used cars, and I could actually make a few pounds here.”

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So Nadia quit her comfortable, well-paying job, “took the plunge” and started building her own “boutique car dealership.”

But just as she was about to begin her journey, the Covid-19 pandemic hit.

However, what could have been a blow to the dealer turned into a golden opportunity.

Nadia said: “The pandemic is the best thing that could have happened to us.

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“There was a huge demand for cars but no one was going anywhere.

“That’s when we really started to double down on our social media, and Instagram really became our flagship.”

Because her customers weren’t able to see and get a feel for Nadia’s cars for themselves, she decided to pull her own “mini reviews” and post them on social media.

The car expert added: “It was something totally different that no one had ever done before, it was great marketing and our customers went crazy for it.”

OPENING THE WAY

Since then, its reviews have evolved to boast of blockbuster cinematography and sky-high production value.

And luckily, Nadia’s foray into social media paid off, selling a variety of her cars on Instagram alone, including a €60,000 Bentley.

She said: “When I sold this Bentley I realized there was something there, everything started to fall into place.

“You pay so much on traditional ad sites like Donedeal or Carzone, but sites like Instagram are completely free and allow you to grow a much larger audience.

“Almost every car we promote on social media disappears instantly, all thanks to our cinematic experiences.

“And the best part is that my content has allowed me to develop a real relationship with my clients.

“They see the real me and they always want to do business, whether it’s buying me or selling me.

“Social media is invaluable, but it’s not used to advertise and sell cars, so we’re really leading the competition.”

VIRAL SUCCESS

Ashford Motors grew by 18,000 Instagram followers, which Nadia says took years of hard work.

However, his rise on TikTok has been nothing short of meteoric.

She even noted that her popularity on the video platform was almost by accident.

She said: “We were just having a little fun with it, a cool new car came along and I wanted to do a short video about how it sounded.

“I was dressed the way I dress and looked the way I am, got down on my butt, sat in front of the exhaust and let it rip.

“This video alone has around 1.6 million views.”

Nadia’s TikTok has gone from strength to strength ever since, boasting nearly 90,000 followers and 3.7 million likes.

She added, “TikTok is so different from Instagram or Facebook, there’s no niche, so you show up to the absolute masses, and luckily we just exploded.”

MALE-DOMINATED INDUSTRY

It hasn’t been easy for Nadia, noting the struggles she faces as a mixed-race Irish woman in a male-dominated industry.

She said: “The guys I talk to in the industry have been brilliant.

“But I’m a woman in a male-dominated industry, I’m mixed race, and I run a great car dealership.

“And of course there are people who say, ‘What is she doing? She’s taking women back 20 years,’ when I think I’m actually doing the opposite.

“So I deal with negativity and hurtful comments from time to time.

“But I’ve overcome the negativity and I’m using it as fuel.

“And like everything I do in my business, I respond to it with my tongue and my cheeks, and my customers love it. It’s perfect marketing.

“It’s just the jealousy of someone new coming in, fresh blood doing things differently in an industry that has remained the same for 50 years.”

A PERSONAL TOUCH

Nadia added that despite the negativity, she knows she is doing something right.

She said: “Other dealers are starting to follow the path I’ve blazed and I love it.

“For years, it’s been the same when you walk into a dealership, meet a guy with a suit and long pants, old-fashioned car sales, you know?

“And people don’t want that sales pitch experience anymore, they want to be taken care of, they want privacy.

“So I put myself forward, I put a face and a personal touch to my business, and I know all my customers.

“With me, it doesn’t matter if you buy our €350,000 Lamborghini or a €10,000 daily driver, you get the same care, attention and service.

“Buying a car is a huge decision, and I think my new approach has helped break down those barriers, and that’s been a big factor in my success.”

PUT IT ALL ON THE LINE

Nadia credits much of her success to her mother, who, as a serial entrepreneur herself, pushed her daughter to be the best she could be after fleeing their country of war-torn Somalia at the end of the years. 1990.

She said: “We lost everything in the war and had to start all over again in Ireland.

“But my mom really pushed me to get the best education possible and even though I was on a really good career path, she inspired me to put it all on the line, go out on my own and pursue my love for people. cars.

“And even though it was a huge risk, I put my money in my mouth, bought the stock privately and built that audience myself, and now, especially in the last few months, it’s starting really bear fruit.

“When I started this business, there was a time when I didn’t even have an office, and now I have opportunities to be on national television.

“There are so many doors opening that I never imagined I would have before.

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“But my main goal is to continue to grow my business, push the boundaries of my social media and hopefully become Ireland’s largest boutique car dealership.”

Nadia and Ashford Motors release new car content every day and are constantly updating and expanding their lineup, follow her on Instagram for the latest updates here.

Nadia's online movie content has become a huge hit with fans

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Nadia’s online movie content has become a huge hit with fans
His TikTok account has over 3.7 million likes

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His TikTok account has over 3.7 million likes

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