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Brett David has made nearly $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 this week in Miami. That’s not to mention sales that may have been inspired by an Instagram post at first but took some time to percolate before finalizing.

“I can’t even begin to tell you how important Instagram is to these guys—it’s scary,” said David, who says he has sold $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 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.

As the modern super-luxury market continues to change, automakers and dealers are changing the way they seduce new buyers—and keep the romance alive with longtime clients. Here’s how they do it....



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