Meet the photographer who is now selling supercars to the rich and famous

Working for the likes of Ford, Vauxhall and, later, BMW and Rolls-Royce, the self-confessed petrolhead found that dealership negotiations were a battle that nobody enjoyed.

In 2017, he decided to try to do things differently and, armed with an impressive VIP client list, set up a business in Wetherby to sell supercars to the rich and famous with the aim of putting the customer experience first.

Speaking to The Yorkshire Post, he said: “I’m not a massive fan of the motor trade and the way it makes the customer feel when they’re buying a car. It’s all about confrontation. It’s a game but it’s a battle as well and it’s annoying to say the least.”

He added: “I wanted people to have a nice experience and so they would buy a car from me again.”

SPC Cars provides a personal shopping experience, regularly sourcing vehicles for a host of Premier League and Championship footballers as well as other celebrities and successful business owners. It is now targeting general consumers, supplying new and pre-owned vehicles through the same concierge service.

“Our business model is that we like to be available and contactable. Just because somebody plays football and has a high net worth shouldn’t set them apart from a service level point of view,” he said.

Mr Hogarth is ‘very guarded’ when it comes to his famous clients. Unlike other people in the business, his Instagram feed and website aren’t filled with pictures of himself and his celebrity customers. “I find it a bit tacky. I just want to run a good business that’s honest and supplies good cars properly,” he said.

Mercedes, Audi and Jaguar Land Rovers are among the most popular brands of his clients but he said he can source anything ‘from a Fiat 500 to a Pagani Huayra’. He regularly sells cars with a £250,000 price tag.

One of the most expensive cars he ever sourced was a £400,000 Rolls Royce Phantom.

Although electric vehicles are becoming more popular, Mr Hogarth believes hydrogen is an underrated technology that could be a key to making green cars of the future. “I don’t think electric is the final solution to pollution,” he said.

Meanwhile, he described 2020 as a ‘buoyant’ year for the business. “We found new processes for sourcing cars, supplying cars and also put funding in place,” he said.

The majority of cars he sells are leased - a market Mr Hogarth believes will continue to grow.

He partners with a service plan provider that covers servicing and maintenance costs and has a 24-hour helpline. “People want to have a nice car for three years and then hand it back to the leasing company. That’s certainly what I’m seeing,” he said.

He added: “I can’t remember the last time a customer bought a car outright and people earning the millions are probably less inclined to put their cash into buying a car than anybody.

“They rarely want to put in more than £5,000-£10,000 into a £250,000 car and they’re quite tight on screwing down to get the best deal going.”

But Mr Hogarth added that it wasn’t just about getting the cheapest monthly payment.

“If there is added value in where you get the car from then that can be worth a couple of extra quid a month”, he said. “Because you know that the car is going to be supplied properly, someone will give you good advice and if something did go wrong you know that they will absolutely go to battle for you.”

An eye for motors

Adrian Hogarth graduated in photography from the University of Leeds and went on to forge a successful career in extreme sports photography that spanned 14-years.

When photography went digital he moved into car sales and management for brands including Ford, Alfa Romeo and Vauxhall

He then worked across the country with prestige brands such as BMW, Mercedes, Jaguar Landrover, Aston Martin and Rolls-Royce.

Mr Hogarth founded SPC Cars in 2017 as an antidote to the car dealership model, using his experience in and insider information on the high end motortrade.