Complete interview with Éric Gagnon from Platinium Auto

Éric Gagnon from Platinium Auto has not gone unnoticed in the digital landscape. With videos published on TikTok, Facebook and Instagram, the used vehicle dealer from Quebec has accumulated nearly 17 million views in less than a year. "Within the first two months, we already had 10 million views," says the co-owner. "It took off right from the start."

This Notoriety

This notoriety, the entrepreneur experiences it every day. "Customers recognize me. They come into the office and say: Oh yes, I saw you on TikTok!", he explains with a smile. This goodwill attracts new prospects and fuels conversations.

Real but Nuanced Results

Despite this impressive visibility, the direct impact on sales remains more modest than expected. "I expected a 30% increase in revenue, but that wasn't the case. However, I did sell a few vehicles directly thanks to the videos, like a Mercedes GL 550 recently."

The effect is therefore real but diffuse. According to him, the notoriety and trust generated count as much as immediate sales. "It's a long-term effort."

A Small Team, Big Volume

Platinium Auto is first and foremost a team of two: him and his partner Dominique. "We sell between 250 and 300 vehicles per year, sometimes up to 350. For two people, that's huge," he points out. Each shares the tasks: mechanics, preparation, filming and video editing on one side, accounting and administration on the other.

The company focuses on a specific niche: used vehicles between $5,000 and $15,000, accessible to a wide clientele, mostly male and aged 30 to 40.

In-House Videos to Organic Success

Platinium's particularity: all capsules are produced internally. "From the script idea to editing, I do everything. At first it took 4 or 5 hours, now it's 1h30."

His past in web marketing helped him adapt quickly. "AI sometimes gives me a hand brainstorming ideas, but in the end it's my brain that decides," he specifies.

Success was built without large advertising budgets: "We calculated that if we had paid for the same reach, it would have cost nearly $100,000. For us, it cost around $15,000 to $20,000 in time and production."

Human After-Sales Service

Beyond sales, the man insists on the importance of supporting his customers. "If an alternator fails two months after the sale, I'm not obligated to help, but I often do it anyway. We lend vehicles, we offer labor... We try to help as much as we can."

A philosophy that pays off in the long term, even if some abuses sometimes make him grit his teeth. "There are always customers who ask for more than what is reasonable. But most understand that we do our best."

A Clear Vision for the Future

While other dealers seek to grow, Platinium prefers to bet on stability. "The building is almost paid for, we have no debts or line of credit. We sleep well at night, we have no stress. Our goal is to stay in our niche, continue to deliver good service and not chase growth at all costs. With our modern and clean website, a constant presence on Marketplace and several used car sales groups on Facebook, we have a profit margin that dealers who spend endlessly on traditional media will never be able to achieve."

This approach, anchored in authenticity, echoes his videos: simple, direct and without artifice. "We don't sell dreams, we sell vehicles. But we do it with transparency and creativity."

Complete Interview with Éric Gagnon from Platinium Auto

by Philippe Baron from ADWS

Q: When did you start publishing your videos on social networks and what were the first results?

A: From the first weeks, it really took off. After just two months, we already had around 10 million views. We started mainly on TikTok, then on Facebook and Instagram. Today, nearly a year later, notoriety is well established and continues to grow, even though we took a small break this summer.

Q: Did this visibility have a direct impact on your sales?

A: Honestly, I expected more. I thought I would see at least a 30% increase, but that wasn't the case. Yes, I sold a few vehicles thanks to the videos, and sometimes one or two more per month is enough to make the time invested profitable. But overall, it's mainly notoriety results. Customers recognize me, come to see me saying: "I saw you on TikTok", and that creates a connection.

Q: Specifically, how many sales do you attribute directly to the videos?

A: On average, a few vehicles per month. For example, recently I sold a 2012 Mercedes GL 550 to a customer from Montreal solely thanks to a video. So the impact is real, but it's not massive on overall revenue.

Q: Tell us about your operations. How many vehicles do you sell annually?

A: We turn over between 250 and 300 vehicles per year, sometimes up to 350. That's a considerable volume for a small team. We work as two co-owners: I handle vehicles, mechanics, preparation and video content creation. My partner handles accounting and administration. We complement each other well, each does their part.

Q: Have you noticed particular trends in your clientele?

A: Our clientele is mainly composed of men aged 30 to 40, often families. To be frank, we have very few female customers. It's quite surprising, but women rarely buy directly from us.

Q: What about your presence on TikTok, Facebook and Instagram?

A: At first, TikTok gave incredible numbers: 40,000, 80,000, sometimes 600,000 views on a video. Now, algorithms are constantly changing and it's more difficult. Facebook has even surpassed TikTok for us in terms of reach. Overall, I've accumulated nearly 17 million organic views, which, if I had to pay in advertising, would have cost nearly $100,000. In reality, it cost me around $15,000 to $20,000.

Q: So you also receive leads via the web?

A: Yes, enormously. Lots of calls and emails, but not all turn into sales. Facebook Marketplace remains unbeatable, and I also publish in about a hundred automotive groups in Quebec. In general, our inventory turns over in 30 to 45 days.

Q: How do you manage after-sales service and customer expectations?

A: We try to be as human as possible. If a customer has a mechanical problem, we often help them even beyond our legal obligations: offer labor, find parts, lend a vehicle. But there are sometimes abuses, and we must also remind customers that not everything is covered indefinitely.

Q: Do you produce all your videos yourself?

A: Yes. From the script idea to editing, I do everything. At first, a capsule took me 4-5 hours, now it's about 1h30. I've worked in web marketing for a long time, so I was able to transfer these skills. AI sometimes helps me brainstorm scripts, but I remain master of the content.

Q: How long have you been a co-owner?

A: I took over 50% of the company in 2019, before the pandemic, and I've been officially co-owner with Dominic Lessard since 2023. Today, we're two managing, and it works very well.

Q: What are your plans for the coming years?

A: Honestly, we want to stay in our current niche. The recipe works, the building is practically paid for, we have no debts or line of credit, so zero stress. We don't want to grow at all costs, we prefer to stay solid, stable and continue to deliver good service to our customers.