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Impel Blog

Manhattan Motor Cars & Inventory Photography

This past month New York institution Manhattan Motor Cars (MMC) began using Impel (formerly SwipeToSpin) to showcase its inventory in 360°. Respected as one of the most successful luxury and performance auto dealers in the world, Manhattan Motor Cars is a retailer of Porsche, Rolls Royce, Bentley, Lamborghini, Lotus, Bugatti, and Koenigsegg vehicles.

When it comes to taking inventory photos, NYC presents a special set of challenges to an automobile dealership. With limited interior space and no outdoor lot, MMC is forced to photograph its inventory—which includes individual cars valued in excess of $1mm—on NYC’s bustling 11th Avenue. There, MMC’s photographers contend with, in addition to their brands’ rigorous photography standards, a constant flow of traffic and tourists.

Given these constraints, it’s no surprise that NYC’s go-go mindset is reflected in MMC’s photographers. Photography time per car is critical because one moment they might have a clear shot and the next they might have a tourist on a Citi Bike between them and that Bugatti Veyron. After some initial skepticism, MMC’s photographers have declared Impel’s process to be a success! Photography time per car is steady and the 360s are looking amazing—one of MMC’s manufacturers even reached out to say how much they liked them.

So if you think that your lot is too small or Impel’s process might be too operationally taxing, think again. If Impel’s easy 360 photo process can “make it” on the streets of New York City, it can—  as they say— make it anywhere!

P.S. Real photos also have a real ROI! If you haven’t already, check out Impel’s post “The Accidental Online Bait and Switch” to learn more.