Mohawk Chevrolet, a car dealership in upstate New York, has achieved unexpected fame through a TikTok series called “The Dealership,” inspired by the sitcom “The Office.” The series features Grace Kerber, a 23-year-old employee, and her colleagues in comedic, mockumentary-style episodes that have garnered millions of likes and views from around the world. The success of the series has even attracted attention from top Hollywood production studios, establishing Mohawk Chevrolet as a standout in the automobile industry.
While TikTok has helped catapult local businesses to wider fame, it has been slower to gain traction among older, more traditional American brands, particularly in the automotive sector. Mohawk Chevrolet’s strategy of creating fun and engaging content, rather than traditional commercials, has resonated with younger generations. By incorporating humor and creativity into their social media presence, the dealership has been able to reach a broader audience and stand out from competitors.
Grace Kerber, the star of “The Dealership,” has drawn comparisons to the bumbling yet endearing character Michael Scott from “The Office.” Through improvised performances and quirky storylines, Kerber and her coworkers have entertained viewers with episodes that blend humor with subtle advertising for the dealership. By focusing on engaging content rather than promotional sales pitches, Mohawk Chevrolet has been able to connect with a younger demographic and showcase its brand in a unique way.
Despite the viral success of their TikTok series, Mohawk Chevrolet acknowledges that the immediate impact on foot traffic may be limited. Many viewers are located too far away to purchase cars from the dealership, while local fans may still be too young to buy. However, the dealership views the series as a long-term investment in brand awareness and customer loyalty. By creating buzz and engaging with a wider audience, Mohawk Chevrolet aims to position itself as a top choice for car buyers when they are ready to make a purchase.
While historically focused on Facebook and Instagram for social media marketing, Mohawk Chevrolet saw an opportunity to experiment with TikTok and reach a new audience based on interests rather than location. The success of “The Dealership” on TikTok has allowed the dealership to showcase its brand in a fresh and entertaining way, attracting attention from viewers worldwide. As the series continues to gain momentum, Mohawk Chevrolet looks forward to seeing how the buzz translates into long-term success for the business.
As the next episode of “The Dealership” prepares to drop, Mohawk Chevrolet remains optimistic about the future impact of their TikTok series. By embracing social media and trusting younger voices to create engaging content, the dealership hopes to continue building relationships with customers and establishing itself as a leader in the automotive industry. With a unique blend of humor, creativity, and subtle advertising, Mohawk Chevrolet has proven that innovative marketing strategies can drive success in the digital age.
