The French automotive world is full of passionate content creators who share their expertise and their love of cars with millions of fans. Whether you’re a brand looking to collaborate with influencers or simply a car enthusiast, discover the sector’s must-know figures and how to maximize the impact of your partnerships in this rapidly growing field.
And if you have a project in mind, don’t hesitate to reach out. We are Midnight, an agency specializing in influencer marketing.
What is an automotive influencer?
An automotive influencer is a content creator specialized in the world of cars, who acts as a bridge between brands and consumers. These enthusiasts mainly use YouTube, Instagram and TikTok to share their knowledge and experiences.
Several categories can be distinguished: testers, mechanics, collectors and lifestyle influencers. The sector is also structured by audience size: mega-influencers (more than 1 million followers), macro-influencers (100K to 1M), micro-influencers (10K to 100K) and nano-influencers (fewer than 10K).
Each type of influencer brings unique strengths in terms of audience, content and expertise. Automotive creators wield considerable influence over purchasing decisions thanks to the trust and authenticity they build with their community. Their impact on the visibility of brands and models has become an essential marketing lever for the automotive industry.
Top 15 French automotive influencers
GMK
- Followers on Instagram: 5.3 million
- Followers on YouTube: 2.66 million
Georges Maroun Kikano, aka @GMK, has established himself as the benchmark for automotive luxury on social media. This 33-year-old Monaco native has built his digital empire around supercars and exceptional cars, attracting a premium audience fascinated by his outstanding garage. His authentic approach and natural charisma have propelled his fame, making him one of the most followed automotive influencers in France.
Sylvain Lyve
- Followers on YouTube: 1.81 million
- Followers on Instagram: 833k
The end of Vilebrequin in December 2023 marked a major turning point in the world of French automotive influencers. The drama that erupted between Sylvain Levy and Pierre Chabrier in early 2025 made headlines, with cross accusations and millions of views on their respective videos. Despite this stormy split, Sylvain came back solo and has already established himself among the biggest influencers in the field, proving his ability to captivate his audience through his passion and talent as a communicator.
POG (François Dequidt)
- Followers on YouTube: 1.32 million
- Followers on Instagram: 913k
François Dequidt, a French-Belgian entrepreneur, has built a world centered on sports cars and automotive luxury. His POG Tour concept — a rally among friends from Belgium to Monaco with fan meetups — illustrates his unique approach to influencer marketing. His exceptional engagement and privileged access to supercars make him a partner of choice for premium brands.
Akram JR
- Followers on Instagram: 1.2 million
- Followers on YouTube: 1 million
Akram Ojjeh Junior embodies a modern, dynamic approach to automotive influence, with no filter and no excessive marketing storytelling. His raw and provocative style
Maxime Langlais
- Followers on Instagram: 247k
Revealed through his appearance on Pékin Express on M6, Maxime Langlais embodies a professional and detailed approach to car reviews. His impressive collection, including Lamborghinis and Ferraris, makes his community dream.
Benjamin Workshop
- Followers on their largest platform: 341,000 (YouTube)
- Followers on Instagram: 59.8k
@BenjaminWorkshop stands out for his sharp expertise in automotive restoration and tuning, notably with his emblematic Lotus Seven replica project. His niche positioning attracts a community of technical enthusiasts who appreciate his 4,000 documented hours of work. An entrepreneur, influencer and car builder, he brings together a demanding audience around authentic and educational content.
Idreau
- Followers on YouTube: 319k
- Followers on Instagram: 109k
@Idreau specializes in the world of motorsport. His closeness to his community shows especially during his gaming live streams on F1 Manager and Assetto Corsa, where he interacts directly with his fans. His strong community engagement and authenticity make him a well-liked influencer in the field.
Etienne Moustache
- Followers on Instagram: 620k
- Followers on YouTube: 235k
Etienne Moustache stands out for his humorous, offbeat tone that makes cars accessible with flair. Revealed through his appearances at the GP Explorer, where he reached the podium twice, he built his own YouTube channel. His ability to make cars accessible while entertaining explains his growing popularity among younger audiences.
Jessica Paupinat
- Followers on YouTube: 103k
- Followers on Instagram: 90k
The only woman in France to have worked as an automotive test-drive journalist in the audiovisual world, Jessica Paupinat has 20 years of experience. From MotorsTV to Turbo on M6, she developed recognized expertise before creating “Jess’aye ta caisse,” an original concept blending culture, technique and humor. Her contribution to diversity and female representation in the automotive sector is essential.
Supercar Blondie
- Followers on YouTube: 21.9 million
- Followers on Instagram: 17.6 million
Alexandra Hirschi, aka @SupercarBlondie, shines on a global scale with major influence in France. An Australian journalist who became a presenter in Dubai, she boasts impressive numbers with more than 8 million followers on Facebook and Instagram. Her exclusive access to the world’s rarest vehicles and her marketing expertise make her the most followed automotive influencer internationally.
My Gasoline
- Followers on their largest platform: 92,000 (Instagram)
A duo made up of Mylène Dorange and Valentin Simonet, @MyGasoline offers a lifestyle and aesthetic approach to cars. Their high-end positioning focused on “Motors & Adventures” targets a premium audience seeking refinement. Their polished content combines automotive travel and the art of living, creating a unique aspirational world.
Nico le petit français
- Followers on Instagram: 105k
The concept of authentic automotive discoveries and adventures is Le Petit Français’s signature. His sincere, no-frills approach wins over a loyal community that appreciates his passionate take on his followers’ vehicles. He embodies this new generation of influencers who favor authenticity over overly polished productions.
Ledriviste
- Followers on their largest platform: 607,000 (Instagram)
- Followers on their second platform: 457,000 (TikTok)
Victor Jennes, aka Le Driviste, has made his name through his focus on feel and the pure driving experience. With more than 1 million combined followers and over 1 billion views, his remarkable production quality attracts the biggest brands: Bugatti, Aston Martin, Mercedes-Benz. His recognized expertise and prestigious collaborations make him an essential creator in the sector.
Romain Monti
- Followers on YouTube: 209k
- Followers on Instagram: 149k
A professional racing driver and winner of the 24 Hours of Spa, @RomainMONTI operates in the world of luxury and supercars. His status as a driver gives him privileged access and a technical legitimacy appreciated by his premium audience. His 8 podiums in 12 races demonstrate his genuine expertise, attracting a demanding community.
AnaOnAir
- Followers on Instagram: 105.8k
- Followers on Instagram: 44k
@AnaOnAir embodies a passionate and accessible approach to cars, contributing significantly to the sector’s diversity. With thousands of fans on social media, she democratizes automotive passion among varied audiences. Her presence at major events such as the Motor Fest in Nantes confirms her status as a major influencer.
How to choose the right automotive influencer for your brand?
Define your marketing objectives
Clarifying your objectives is the essential first step: are you aiming for awareness, lead generation or direct sales?
Objectives can range from a product launch to brand repositioning, as well as reaching new targets. Each objective requires a different influencer profile: a mega-influencer like GMK will maximize visibility, while a specialized micro-influencer like Benjamin Workshop will better target a technical niche. Matching the choice of influencer to your objectives ensures an optimal return on investment.
Analyze the audience and engagement rate
Engagement matters more than follower count when evaluating an automotive influencer. Analyze the key metrics: engagement rate (likes, comments, shares), quality of interactions and audience relevance to your target. POG, for example, shows an engagement rate of 4.16% on YouTube, reflecting an active community. Check the demographic and geographic consistency of the audience with your objectives. Tools like HypeAuditor or Social Blade let you analyze this data in depth and detect any fake followers.
Check consistency with your brand image
The alignment of values between your brand and the influencer determines the success of the collaboration. Assess editorial consistency by analyzing the content published over several months: do the tone, aesthetic and messaging match your positioning? A poorly matched collaboration risks diluting your image or creating dissonance with your audience.
Review the influencer’s previous partnerships to identify any conflicts of interest or to understand their approach to brand collaborations.
Compare the platforms: Instagram, TikTok, YouTube
YouTube favors long-form content (detailed reviews, vlogs) and reaches an engaged audience seeking expertise, like Ledriviste’s. Instagram emphasizes aesthetics and aspiration, ideal for luxury cars with influencers like My Gasoline. TikTok targets younger audiences (18-34) with dynamic, viral content, a format mastered by Akram JR. Choose according to your objectives: quick awareness (TikTok), in-depth consideration (YouTube) or community engagement (Instagram).
Collaboration strategies with an automotive influencer
The different types of possible partnerships
Collaboration formats vary considerably: one-off sponsored posts, long-term ambassador programs, affiliation with commissions on sales, or co-creation of branded products. Sponsored posts offer flexibility and control for targeted campaigns. A 6-12 month ambassadorship builds a lasting association between brand and influencer. Affiliation ties the influencer to commercial results. Co-creation, like Maxime Langlais’s Simple Paris brand, creates powerful synergy. The choice depends on the budget (from a few thousand to several hundred thousand euros) and strategic objectives.
Creating sponsored content
High-performing automotive sponsored content strikes a delicate balance between the brand message and the influencer’s authenticity. Allow substantial creative freedom: creators know their audience better than anyone. An authentic review by Maxime Langlais will generate more impact than a rigid script. High-performing formats include immersive road tests, honest comparisons, behind-the-scenes launches and automotive challenges. Integrate the message naturally without compromising the influencer’s credibility, thereby ensuring the audience’s receptiveness.
Automotive product placement campaigns
Product placement in the automotive context involves subtly integrating a vehicle or accessory into the influencer’s usual content, without explicit promotion. This natural approach works particularly well in daily vlogs or road trips. Its effectiveness for brand awareness relies on discreet repetition and positive association. For example, an automotive lifestyle influencer regularly using a specific model in their adventures creates organic familiarity within their community, more powerful than direct advertising.
Organizing exclusive events and test drives
Influencer events generate authentic content with high viral potential. Organize exclusive product launches, preview test drives, multi-day road trips or track days on a circuit. The POG Tour perfectly illustrates this concept: a rally bringing together influencers and fans, creating multiple pieces of content and massive engagement. These immersive experiences allow creators to produce varied and sincere content while creating memorable moments. The impact goes beyond mere visibility: it builds an emotional relationship between influencer, audience and brand.
Measuring the ROI of an automotive influencer campaign
Evaluating the return on investment of an automotive influencer campaign requires tracking several key performance indicators. Reach and impressions measure raw visibility, while engagement (likes, comments, shares) reveals the audience’s genuine interest. Clicks on tracked links and conversions (test-drive requests, configurator, purchases) quantify direct commercial impact.
Earned Media Value (EMV) calculates the equivalent advertising value of the content generated, making it possible to justify the investment to management. Tools like Traackr or Influencity automatically calculate EMV. In the automotive sector, an EMV of 3 to 5 times the initial investment is a good result. Establish benchmarks before the campaign to measure improvement.
Brand awareness is measured through social mentions, Google brand searches and sentiment analysis using social listening tools like Mention or Brandwatch. Pre- and post-campaign studies quantify how brand consideration and preference evolve. This long-term dimension is crucial in the automotive sector, where the purchase cycle spans several months.
Track conversions precisely with custom UTM links, exclusive promo codes per influencer and dedicated landing pages. Use multi-touch attribution tools to understand the specific automotive customer journey: a prospect discovers a model through an influencer, does some research, visits a comparison site, then heads to a dealership. Correctly attributing the influence of each touchpoint optimizes future investments and demonstrates the real impact of influencer partnerships on car sales.