Social Media Influencers Rent Rs 6 Crore Supercars Just For Instagram Clout: Report

Social media influencers are increasingly renting luxury supercars valued at around Rs 6 Crore not for driving but solely for Instagram content creation, according to a report by The Metro.

Luxury automobiles have evolved into marketing tools rather than transportation vehicles in this emerging trend. High-end car rental businesses reveal that prestigious vehicles such as Lamborghinis, Ferraris, and Rolls-Royces are predominantly being utilized as photoshoot backgrounds for social media posts instead of their intended purpose on roads. These status symbols have essentially transformed into props for gaining digital influence.

Remarkably, some influencers don't even possess driving skills. They employ chauffeurs to transport them to locations, then exit the vehicles as if they personally own them, fabricating an appearance of wealth and prestige for their online audience.

Many clients are young individuals who acquired sudden wealth through emerging industries like cryptocurrency, gaming, or modeling careers. Some even request these premium vehicles be positioned outside exclusive venues such as Mayfair hotels to stage elaborate fake "arrivals" for their content.

This phenomenon demonstrates how social media "clout" has superseded authentic experiences for certain individuals, with vehicle performance becoming secondary to generating online engagement.

Ike Ordor, CEO of Tarr Luxury Cars, stated that social media has completely "transformed" his industry.

In his interview with The Metro, Ordor explained, "A decade ago I was helping petrolheads live out their motoring fantasies. Now it's all about the perfect Instagram shot. Our customers used to love the thrill of driving cars they could never afford. Today it's photo power, not horsepower."

The rental company executive shared that one influencer changed outfits three times while sitting in the backseat between different locations to create the illusion that their content was filmed on separate days.

Another client requested a Ferrari be parked outside a prestigious Mayfair hotel with keys left inside, enabling them to film themselves arriving stylishly while pretending the vehicle belonged to them.

"The illusion of luxury can be just as powerful as actually experiencing it," the owner remarked, noting that his customer demographic has changed significantly in recent years.

"Instagram has transformed my industry," Ordor reiterated. "A decade ago, people rented supercars to experience the drive. Now, half the time, it's just to experience the moment."