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The Blogger

By day, Wally Higginbotham is a general manager. By night, he’s a blogger whose posts have attracted more than a half million views and several new customers. Can a blog do the same for your dealership?

May 2011, F&I and Showroom - Feature

by Justina Ly

Wally Higginbotham is a celebrity, but you wouldn’t know him unless you share his love for Porsches. No, he’s not a racer, and he’s not one of Porsche’s top engineers. He’s just a dealership employee who lives and breathes the Porsche brand — so much so that he created “Porschebahn,” a blog that has attracted more than 640,000 views since Higginbotham started writing it three years ago.

Higginbotham first fell in love with the luxury brand while living in Germany as a high school student. Today, the 28-year industry veteran serves as the general manager of Porsche of Hilton Head in Hardeeville, S.C. He talks to the magazine this
month about how he started the blog, keeps it updated and uses it to
promote his dealership.

F&I: When did you start writing Porschebahn?

Higginbotham: April 2008. I really didn’t do anything with it for the first six months. Obviously, I got a little more serious with it afterward.

F&I: Why did you create it?

Higginbotham: When I started here [at the dealership], I was a selling manager. It’s like you’re an assistant manager but you still have to sell.
I thought [the blog] would pro-
mote me.

F&I: What kind of Porsche do you drive?

Higginbotham: Believe it or not, the only car we have is the one my wife drives, which is a Boxster. I drive a demo, and this week I’m in a Carrera Cab. Sometimes I’ll take a Cayenne. It depends on what’s available.

F&I: When did you know you were on to something?

Higginbotham: I guess when I got above 10,000 hits in September 2008. That’s when I started to figure out that this thing could go somewhere. My best month was 30,000 hits in March 2010.

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