Adnan Ebrahim was blogging about cars alongside his university studies until Volvo Cars invited him last year for a test drive. The hobby has now turned into a full-time job, as luxury-auto makers work to reach new buyers.
“If you can demonstrate to Lamborghini or Ferrari that you can drive a million views to a video, they’re more than happy to lend you a car,” said Ebrahim, 21, who runs the London-based website CarThrottle.com. “Traditional media still has quite a large reach and readership, but it’s changing pretty quickly.”
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