In a recent video posted by Mohawk Chevrolet on TikTok, 23-year-old Grace Kerber struggles to execute a three-point turn in a truck, leading to comedic mishaps and unexpected fame for the upstate New York car dealership. The video is part of an ongoing series called “The Dealership,” inspired by the sitcom “The Office,” that has attracted millions of likes and views from viewers across the globe. This sudden success has even caught the attention of top Hollywood production studios, signaling a new era of social media marketing for local businesses.
While TikTok has previously catapulted local businesses to wider fame, Mohawk Chevrolet stands out as the first car dealership to leverage the platform. The dealership’s strategy of creating lighthearted and entertaining content that deviates from traditional car commercials has resonated with younger audiences, leading to increased engagement and visibility online. By embracing TikTok and incorporating humor and creativity into their marketing efforts, Mohawk Chevrolet has been able to differentiate themselves and appeal to a new generation of consumers.
Grace Kerber, the star of the dealership’s TikTok series, is a natural performer who improvises her lines and draws inspiration from her character’s resemblance to the iconic Michael Scott from “The Office.” Alongside her colleague Ben Bushen, the duo create hilarious scenarios and quirky skits that showcase the dealership’s personality and culture. Despite being advertisements at their core, the videos seamlessly weave in promotional content while maintaining a lighthearted and entertaining tone that resonates with viewers.
While the success of Mohawk Chevrolet’s TikTok series has yet to translate into increased foot traffic at the dealership, Kerber remains optimistic about the long-term impact of their social media efforts. By reaching a wider audience through TikTok, the dealership is building brand awareness and loyalty that could pay off in the future when viewers are ready to purchase a car. Although many viewers may be too far away to buy a car or too young to be in the market, the dealership sees the buzz generated by their TikTok series as a valuable investment in their future growth.
As Mohawk Chevrolet continues to release new episodes of “The Dealership” on TikTok, they are paving the way for other classic American brands to embrace social media and trust younger voices to help them connect with consumers. By staying true to their brand identity and engaging with audiences in a fun and authentic way, the dealership is setting a new standard for social media marketing in the automobile industry. With each episode drawing in more viewers and followers, Mohawk Chevrolet is proving that success on TikTok can be a game-changer for local businesses looking to make a mark in the digital age.
