George Saliba, a leading automotive influencer, shares his journey from a traditional dealership owner to a social media sensation with millions of followers. He discusses the strategies that fueled his rapid growth on platforms like TikTok and YouTube, emphasizing the importance of authenticity and transparency in content creation. George also reflects on the evolving landscape of the automotive market, particularly regarding electric vehicles, and offers insights into the future of his dealership. His candid advice encourages aspiring creators to embrace their unique voice and start producing content without fear of judgment.
Welcome to The Doug Horner Show, an original series spotlighting timely, relevant dialogue across customer experience, agent performance, dealership culture, and innovation in retail automotive.
Hosted by Doug Horner, General Sales Manager at Mercedes-Benz of North Olmsted and a rising voice in automotive social media, this new podcast brings a transparent, high-energy perspective to dealership operations, leadership, and digital engagement.
Known online as @BenzsandBowties, he has amassed 450K+ followers and 25MM+ viewers monthly across his channels where he often blends humor into content resonating with agents, operators, and customers alike with authenticity and real-world dealership insights.
"We all are consuming social media all day long every day,” Horner shared in a recent Car Dealership Guy interview. “If everyone is doing this all day long, then that's where we need to be.”
The DougHorner Show dives into what drives dealership success today through candid conversations with respected industry leaders, performance coaches and digital creators shaping modern automotive culture.
The first episode features a conversation with George Saliba, exploring the development of authentic influence and cultural leadership in automotive retail from one of the largest Automotive Content creators in the world.
Upcoming episodes will continue to spotlight key voices in the field to discuss the emerging trends, challenges,culture, innovations, and leadership defining and, in many cases, redefining the dealership experience.
About Doug Horner
Doug Horner is General Sales Manager at luxury dealership, Mercedes-Benz North Olmsted, and the creator of @BenzsandBowties, a brand centered on real dealership culture and leadership perspective, and the joy of the work, as an auto industry influencer.
About CallRevu
CallRevu is the leading communication intelligence platform built for automotive retail—empowering dealerships to take control of every conversation, from the first ring to the final result. Our holistic solution combines an automotive-specific hosted phone system, call monitoring, performance training, and reputation management–fueled by AI-powered analytics that turn every customer interaction into actional intelligence. Founded in a dealership in 2008, CallRevu was created by the industry, for the industry to drive revenue, improve performance, and deliver exceptional customer experiences.
"Like a M three Irish green with like Kailami interior. And that thing had, uh, 125 shares, uh, like 600 profile visits."
The BMW M3 is a sportier version of the regular BMW 3 Series. It's designed for better performance and handling, making it popular among car lovers.
The BMW M3 is a high-performance version of the BMW 3 Series, known for its sporty handling and powerful engines. It has a strong following among car enthusiasts and is often modified for even better performance.
"Like a M three Irish green with like Kailami interior. And that thing had, uh, 125 shares, uh, like 600 profile visits."
Kailami interior is a special type of interior design used in some BMW cars. It usually features unique colors and materials that make the car stand out.
Kailami interior refers to a specific color and material combination used in BMW vehicles, often characterized by its unique and vibrant appearance. It's named after the Kailami racetrack in South Africa, which is associated with BMW's motorsport heritage.
"finding a customer in for, for a, for a Mitsubishi at the time."
Mitsubishi is a car company from Japan that makes different types of vehicles, like cars and SUVs. They are known for their unique designs and technology.
Mitsubishi is a Japanese automotive manufacturer known for producing a range of vehicles, including sedans, SUVs, and electric cars. They have a reputation for innovation and have been involved in motorsports as well.
"...this customer comes in one day to sell me his model Y and I muster up the courage to be like, yo, you want to film it? And he's like, sure."
The Tesla Model Y is an electric SUV made by Tesla. It's known for being efficient and having a lot of modern technology, which makes it a popular option for people looking for an electric car.
The Tesla Model Y is a compact electric SUV that shares many components with the Model 3 sedan. It offers impressive range, performance, and advanced technology features, making it a popular choice in the electric vehicle market.
The volatile car market means that the prices of certain cars can change a lot, especially for expensive ones like Ferraris and Lamborghinis, depending on how many people want them.
The volatile car market refers to the unpredictable nature of car values, especially for luxury and exotic vehicles, which can fluctuate significantly based on demand and economic conditions.
"... us to the higher price point. Brought me to the Model Xs, the plaids, the, the Sabra trucks and, and it br..."
The Tesla Model S is a really fast electric car that looks sleek and has a big screen inside instead of many buttons. It's known for being able to drive long distances on a single charge and is popular with people who want a luxury car that’s also eco-friendly.
The Tesla Model S is a high-performance electric sedan that has set benchmarks for range, speed, and technology in the automotive industry. It features a minimalist interior with a large touchscreen interface and offers impressive acceleration, making it a favorite among luxury car buyers.
"What is your prediction for EV sales, new and used and EV values moving forward? So Tesla just announced their earnings yesterday and they had another sale slump..."
EVs stand for electric vehicles, which are cars that run on electricity instead of gas. They are better for the environment and can save you money on fuel.
EVs, or electric vehicles, are cars that are powered entirely or partially by electricity instead of traditional gasoline or diesel. They are known for being more environmentally friendly and often have lower operating costs compared to conventional vehicles.
"So my theory now is now that the tax credits are gone, used prices are going to go up."
Tax credits are money the government gives back to you when you buy certain things, like electric cars. They help lower the price you pay for the car.
Tax credits are financial incentives provided by the government to encourage the purchase of electric vehicles (EVs). These credits can significantly reduce the overall cost of an EV, making them more affordable for consumers.
"...if they do lower prices, then the use market is, is going to be like, okay, now what?"
The used market is where people buy and sell cars that have been owned before. Prices can change based on how many people want to buy them and their condition.
The used market refers to the buying and selling of pre-owned vehicles. Factors such as demand, condition, and market trends influence prices in this sector.
"...but I think they're going to raise model wide prices again."
Model-wide prices are the prices set for all versions of a particular car model. If they go up or down, it affects how much people are willing to pay for those cars.
Model-wide prices refer to the pricing strategy that applies to all variants of a specific car model. This can impact the overall market value and resale prices of those vehicles.
"... EVs because people are coming in like wanting an EQS SUV. Like we have an EQS SUV that we just got in on ..."
The Mercedes-Benz EQS SUV is a big, fancy electric SUV that has lots of room and high-quality features. It’s perfect for people who want a luxurious ride that can fit the whole family and is good for the environment.
The Mercedes-Benz EQS SUV is an all-electric luxury SUV that offers the same high-end features as the EQS sedan but with added space and versatility. It is designed for those who want the luxury of Mercedes while enjoying the benefits of an electric vehicle.
"... a great price point if you're comparing it to a Model X and it's a great car, strives like a Maybach, lik..."
The Tesla Model X is a fancy electric SUV that can drive really fast and has cool doors that open up like wings. It's great for families because it has a lot of space inside and doesn't need gas, just electricity to run.
The Tesla Model X is a luxury all-electric SUV known for its distinctive falcon-wing doors and impressive performance. It offers a spacious interior, advanced technology, and a long electric range, making it a popular choice among electric vehicle enthusiasts and families alike.
"...especially with the diamond stitching, third row seats, the big wheels and all that kind of stuff."
Diamond stitching is a decorative pattern used in car seats and interiors that looks like diamonds. It makes the inside of the car look more luxurious and stylish.
Diamond stitching refers to a specific pattern used in upholstery that resembles a diamond shape. It's often found in luxury vehicles, enhancing the aesthetic appeal and comfort of the interior.
"...selling them for $140,000 and I thought they're worth every penny. Now it's worth freaking like 60..."
Market value is how much something is worth right now. For cars, it means the price people are willing to pay for them at a given time.
Market value refers to the price at which an asset would trade in a competitive auction setting. In automotive terms, it reflects how much a car is currently worth based on demand and supply.
"...hey used, and used market like this is like this EQS is going to sell this I X is going to sell. Yeah..."
The Mercedes-Benz EQS is a super luxurious electric car that has a lot of space and fancy technology inside. It's part of Mercedes' new line of electric vehicles and is designed to be very comfortable and high-tech.
The Mercedes-Benz EQS is a flagship electric sedan that combines luxury with cutting-edge technology, offering a spacious interior and advanced driver-assistance features. It represents Mercedes' commitment to electric mobility, providing a high-end alternative in the growing EV market.
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George, really do appreciate you being here.
I've told you this before, but your interview with car dealership guy last year was the
final push that I needed to start making content myself.
So my hope with this is that if there's anybody out there watching that's been thinking
about starting to make content, that this might be the thing that helps push them over
the edge to start doing it because it's changed my life.
It's been a ton of fun and watching and learning from you has been extremely helpful.
I think that you're the foremost innovator right now in automotive content.
So I really appreciate you being here today.
Yeah, thanks for having me, Doug.
I appreciate that, man.
Thank you.
Yeah, so it's been a wild year.
You're up to, I just pulled your numbers this morning, 1.1 million on TikTok, over 700
on YouTube now, 35 on IG and 250 on Facebook.
So you're a combined like 2.5 million followers at this point.
Yeah.
Yeah.
And we're about to hit a billion views on YouTube.
That's wild.
We're about to hit a billion views on YouTube.
And if you look at like the Doug DeMuros or like, I don't know, like other famous car
viewers or something like that, for the amount of subs I have and like if you compare it
to the timing of the billion views, it's like, I can't believe it.
Yeah.
I never thought I would be at this point.
I mean, like it's nuts comparing myself to like these guys, like it's crazy, I can't
believe it.
So what do you think has attributed or, you know, what do you attribute to that meteoric
rise on YouTube, especially because I feel like you've really taken off there in the
last six months.
You know, like, I think like those moments where you're like, I don't know if we should
post this and then just posting it, you know, that's like, obviously the number one, because
you know, a lot of people can't post everything because like they work for a dealer or like
whatever, like, and there's not many like owners that are on content, taking it so seriously.
And, and I think, I think my positioning is number one, that's probably number one, but
number two is posting controversial stuff like I had a guy working for me that was trying
to scam other people.
I, I, I, I post my cars getting stolen if, if there's an upset, if the engine blows up
and we sold the car, I'll post about it, you know, I think just being like completely
transparent is going to get you that like push you over that ledge, you know what I
mean, but like short form content, clipping, like, I always tell people like, honestly,
like what really pushed me through the roof was clipping.
That was like, like investing money into just getting all my content, like old content, like,
you know, when you have a live, when you have like a terabyte of content or two terabytes
of content, and you just throw it to like a media team and more investing in like your
team and you're like, go for it.
And yeah, that's going to do it for you, you know.
Yeah.
And so I remember we spoke at one point, you essentially film everything for YouTube and
then clip it.
Is that right?
Well, in the beginning, in the beginning, I, I don't really know if this is like the, the
like key, like the key to success.
Like, I don't know if you're supposed to be filming vertically first and then like once
you get like an audience vertically, like once you develop an audience there, then you
go YouTube and then you just film for YouTube and you, and you, and it gets clipped for,
for short form because like, I don't know, I go back and forth.
Like now I'm at this point, I'm like, man, I love to have like a vertical shooter around,
you know what I mean?
Just for perfect video optics, because once you do film horizontally and it gets clipped,
it never looks as sexy.
Right.
And, but like everything's working, like, and everything's going well.
So you think about it a little bit too much, but I think in the beginning, when you're
starting out, just filming vertically on an iPhone, that's what I did.
Yeah.
And then, and then, you know, you go from there, but yeah.
I'll notice sometimes in your comments, people will be like, why is it so zoomed in?
Or like, and I know the answer to that, but they, they probably don't.
Yeah.
And like, you just don't, you shouldn't really care about how good your stuff looks.
Right.
I just don't think you should care that much.
As long as you're pumping out content and you're doing your job and maybe, maybe the
editors could, could make it, uh, not like not vertical, not, not crop it vertical.
Maybe they can just make it like a square post or something like that.
If it looks so zoomed in.
But anyway, it's like, you're talking, this is like stuff you talk about, like once
you like get like the followers and you get the, like you, like you're, like you're there.
Now you're just like, all right, how can I make it look prettier?
You know what I mean?
But in the beginning, you should not be concerned about how pretty it looks at all.
Right.
You should not be concerned about how pretty any of it looks.
How much easier does it make your life to have a camera guy there?
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