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This general sales manager is going viral for spilling dealership secrets
Instead of posting generic sales videos, Doug Horner educates car buyers about the possible mistakes they're making. (3 min. read)
Anna del Villar
June 10, 2025
General Sales Manager Doug Horner
According to a recent CDG News reader poll, 54% of respondents are either lukewarm on social media or it is entirely off their radar. But Mercedes-Benz of North Olmsted general sales manager Doug Horner's approach shows what can happen when auto retailing professionals actually commit to it.
"I just kind of started filming. I didn't really give anyone a heads-up," Horner told Daily Dealer Live hosts Sam D'Arc and Uli De'Martino.
The details: At first, he created videos breaking down dealer incentives, explaining why used Toyotas sometimes cost more than new ones, and showing customers what goes on behind the scenes.
Today, Horner's "BenzsandBowties" profiles have amassed over 330,000 followers across platforms and an estimated 10 million+ views.
Now his phone rings constantly with customers who found the dealership through his videos.
How it works: Instead of posting "come buy this car" videos, Horner educates customers about the possible mistakes they're making, and closes knowledge gaps.
"I will see people who buy used cars and with Toyota specifically, I'm sitting there like, 'I don't think they realize how much they're paying for this car' compared to what they'd pay for a new one," Horner explains.
"I've become very fascinated with the decision-making process that goes on in the mind of a car buyer. People generally are not willing to kind of go back and forth between new and used options, often missing better deals," he added.
Why it matters: Most dealers spend a fortune on ads to get people in the door, then immediately start battling skeptical customers who assume they're getting screwed. Horner's customers call specifically asking for him because they watched his videos and trust him already.
"The sales team is very much enjoying the fruits of my labor," Horner said. They're talking to people who already want to work with their store.
The problem: Other dealers are hesitant to give this social media approach a shot because it can take a lot of time, creativity, and effort.
But Horner proves that transparency can create something better: customers who choose a dealership to buy from based on trust and connection.
"We all are consuming social media all day long every day... if everyone is doing this all day long, then that's where we need to be," he said.
Bottom line: While most dealers are still fighting the internet age with expensive ads and defensive sales tactics, Horner is building genuine relationships at scale. And as more dealers realize they can build audiences instead of just buying them, the competitive advantage will go to whoever commits to it most authentically.
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