Supercar Blondie opens the door to her world of supercar fame and reveals what it took to get there

Alex Hirschi – aka Supercar Blondie – was working a 9-5 at a Dubai radio station when she started filming supercars on weekends.

She wasn’t a car journalist, just someone who appreciated cars and loved the feeling of driving.

But those short clips caught fire online and turned her hobby into a global media brand.

Now, Supercar Blondie reaches billions of people around the world, and she has some even bigger plans too.

DISCOVER SBX CARS – The global premium auction platform powered by Supercar Blondie

From supercars to Supercar Blondie

Before her name became synonymous with a global brand, Alex Hirschi was a radio host for Dubai’s drivetime news show. 

“I started in a news team,” she said. “Then I got promoted to the morning show – waking up at 3am every day – and eventually to Drivetime in the afternoons. But it had nothing to do with cars.” 

What it did have was access. 

Car launches, press events, endless glimpses into Dubai’s automotive excess. 

“Every day you’d pass a Ferrari, a Lamborghini, a Bentley… they were everywhere. And I remember thinking, one day I’ll drive one of those cars. I don’t know how, but I will.”

That moment came when Bentley offered her a press car for the weekend. 

“I had no idea that was even a thing – that manufacturers lent cars to journalists. I just thought, ‘oh my God, yes please’.” 

She filmed the experience, uploaded it to her 300-follower Instagram account, and had no idea what she had just started. 

“Soon I was filming every weekend… I got to a point where I thought ‘why not give this a go’?”

So she quit radio, and within a year her videos were being watched by millions. 

“What started as me filming for fun,” she said, “turned into a full-on business. And I’m still kind of blown away by that.”

Shifting gears: the next chapter for Alex

These days, Alex’s job looks very different. 

The constant travel and filming have given way to running a company from behind closed doors. 

Supercar Blondie now has around 65 staff and three business lines, and her days are spent balancing growth, strategy, and the people behind it. 

Her focus is building something that lasts beyond her face on the screen.

At the center of that is SBX Cars, the luxury auction platform she launched in 2024. 

It’s already closing in on its first 100 sales, and she has big plans to turn it into the biggest digital marketplace for high-end cars in the world. 

The idea is to bring the same accessibility that powered her videos into the collector space.

Making rare cars feel a little less gated and a little more global.

And she’s not stopping there either, she has some more ideas up her sleeve.

She also has ambitions to move into customization, turning her own habits into the next step for the brand. 

“I customise most of my cars,” she said. “I can see us doing our own wrap and detailing shops – a Supercar Blondie experience instead of your local car wrap place.”

It’s all part of a wider shift – Supercar Blondie evolving from a personality into a platform. 

A brand that lives, scales, and creates without her having to be in every frame. 

From a radio studio in Dubai to a billion-view empire, Alex Hirschi built a world around a spark of curiosity.

And she’s still the one driving it forward.

DISCOVER SBX CARS: The global premium car auction platform powered by Supercar Blondie