Industry Insiders: ‘I saw a gap in the market for a female-led car dealership’
12th Oct 2023
Born and raised in Somalia, in the midst of a bitter Civil War, Nadia Adan moved to Ireland when she was just a toddler – after a brutal journey across Europe to get here. Now a successful car saleswoman, Nadia is passionate about what she does and has been revolutionising the industry with her unique way of doing things.
Can you provide a brief overview of your industry and your role?
I am a female car dealer and I operate in the motor industry in Ireland. There are many parts to the motor industry from main dealers that sell brand new cars, to franchises and independent car dealers to everyone who supports us.
The industry in Ireland has really changed over the last few years mostly due to the supply issues arising from Brexit – combine that with the effects of a global pandemic and a shortage of parts and all of this has caused the prices of second hand cars to go up, some by almost 40%. This, in turn, has made the market tighter on some cars and even tighter on rare sports cars.
Some manufacturers plan on discontinuing petrol and diesel cars in the future, which will only keep increasing the prices of rare and special cars. They will eventually be treated like investments and sold like commodities. It’s a really exciting time to be involved in the motor industry and watch it all unfold.
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I own Ashford Motors, a boutique-style dealership that specialises in mid to high-end cars. I sell cars traditionally through online platforms, however, I predominantly sell cars on social media. I have nearly 160k followers on TikTok and nearly 60k followers on Instagram. My business is almost completely virtual which came about as a result of the pandemic – it forced me to turn to social media to sell cars! My role includes running the business, sourcing the stock, client sales and marketing the brand.
What inspired you to pursue a career in this industry, and how has your journey unfolded so far?
I used to work as a stockbroker selling equities and I fell in love with cars and the passion that people had for them. When I saw the amount of money that people were willing to spend on their cars – some nearly the same price as a house! – I realised this would be a commercially sound business and would play into my love for business and people in general. I also saw a gap in the market for a female-led car dealership and the chance to change historical views of how cars are traditionally sold.
My journey really unfolded during the pandemic with the growth of my social media. My videos went viral and I ended up selling cars – expensive cars at that – on TikTok which led to lots of media attention, from TV (I featured in the RTÉ documentary Secrets of the Showroom) to radio and the papers. This translated into millions of views on my videos and exposure of my products and myself as a brand.
My customer base increased hugely which enabled me to source even rarer cars. Customers could relate to me not just as a business, but as a face, a friend and a brand. Other opportunities, such as brand deals, have also come my way which I feel very grateful for. It’s opened up so many doors for me.
What are some key trends or emerging technologies that are currently shaping your industry?
The obvious shift is electrification. Although a few carmakers are still trying hydrogen fuel, we have seen a dip in demand for electric cars in Ireland as the infrastructure is just not good enough yet and customers are experiencing “range anxiety”. The price for second hand electric has gone down – this makes it very difficult for second hand car dealers to warranty an electric car when they are out of manufacture warranty as the batteries are really expensive.
The motor industry has also seen a surge in AI technologies that include level-five self-driving cars. Although there is still a long way to go, tests are still being carried out around the world, some cars have up to level-three self driving capabilities now. For example, many newer cars have features such as self-parking assistance or lane assist which corrects the wheels in your car if you shift out of place.
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Could you share a memorable experience or project that highlights the unique challenges and opportunities in your field?
Getting a chance to take part in an RTÉ documentary that aired last year was quite a memorable experience. The documentary was all about the world of selling cars in Ireland. It was so much fun and helped me to give people a look into how I run my garage.
Apart from that, my journey on social media has been exceptionally rewarding and challenging too, at times. The way I market my cars is quite unique and when someone does something that no one has seen before, there is always some push-back… but if you keep pushing further, then the rewards are even bigger!
What are the most critical skills and qualities that professionals in your industry need to succeed?
Negotiation skills are critical because selling cars is always about making deals with customers and coming to a number that both the dealer and customer are happy with. Being an expert on cars isn’t a necessity – if you are good at connecting with a customer and selling a product, then you can sell cars. The truth is, cars sell themselves; people buy from people and I would always advise that if you can find a common ground with a customer, then you’ll be able to make a sale.
How has the industry evolved over the years, and what do you foresee as its future direction?
I see main dealers and franchises reducing direct costs and investing heavily in an online sales base. New car sale dealers could use a pop-up shop model for collections, encouraging customers to order their brand-new cars online and have them delivered. I believe the car market is squeezing out dealers and only the most innovative will survive with a few independent sellers on the market. I think new car sales will follow a click-and-order online model in the future.
What are the most common misconceptions people have about your industry, and how would you clarify or debunk them?
I feel that the public can sometimes judge car salespeople very harshly, there seems to be this idea that they’re “dodgy” or underhanded. Also, some women I have spoken to feel like they get treated differently to men when they walk into a dealership, and they often get talked down to. That’s not the case from my experience in the industry. There are a lot of decent working businessmen and women who look after their customers and, at the end of the day, we are running a business that needs to make a profit to continue trading. Am I the cheapest retailer out there? No, but after-sales service and attention to detail is my number one priority.
Are there any ethical or sustainability considerations that are increasingly important in your industry?
The whole motor industry is moving towards a more sustainable way of making cars. By using eco-friendly materials, automotive manufacturers reduce their carbon footprint and contribute to a more sustainable environment. In some countries, we are also seeing that car sharing is becoming a trend which reduces the number of cars on the road. In the UK, we have seen a lot of cities ban cars altogether so as to help reduce their overall carbon footprint.
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How do you stay updated and informed about the latest developments and news in your field?
I stay updated by speaking with my colleagues in the industry as well as speaking to mechanics and body repair shops – this helps you get a sense of whether the cost of materials is rising. I also stay updated through social media which helps me keep abreast of different marketing trends that might be working in other parts of the world. On top of that, I am also a member of the Society of the Irish Motor Industry which always produces up-to-date data and insights into the industry.
If someone were interested in pursuing a career in your industry, what advice would you offer them to get started?
There are a few ways you can get started selling cars; one is to get into a dealership as a junior salesperson and work and learn the ropes, then you can decide if you want to go out on your own. In time you can build stock and you just have to keep reinvesting until you build up the quality of cars. My advice is to treat your colleagues with respect and always pay your suppliers because if you don’t have a good valetor and mechanic behind you, then your stock won’t be good.
Imagery provided by Nadia Adan