Jeremy Raaymaker, brand specialist at Mercedes-Benz Country Hills, one of Canada’s largest Mercedes showrooms, is gaining attention for his unique use of humor and social media to attract customers and create buzz. On the latest episode of CBT Now, Raymaker joins us to discuss his journey into the automotive industry, the role of creative content in marketing, and how his team leverages social platforms to grow their business.
Raaymaker entered the automotive industry less than a year ago, having transitioned from the hospitality and wine sales sectors. His move was somewhat accidental, prompted by connections through his son and a colleague in HR. Despite being new, he credits intense Mercedes-Benz product training and ongoing learning for his fast progress in sales.
The dealership’s social media success is a team effort. Raaymaker highlights the contributions of a talented marketing manager and creative content writer who script and produce videos with humor and a playful tone, helping to make the luxury brand relatable, especially to women. Raaymaker described how one early video featuring the “girly pop” concept and the phrase “become a baddie in a Benz” sparked significant online engagement, attracting both male and female viewers.
Raaymaker emphasizes that authenticity and having fun on camera are key to their social media approach. He also advises dealers who remain hesitant to start their own online presence, to specifically:
“Put your ego to the side and have some fun with it.”
Since launching the videos less than a month ago, the dealership has seen a noticeable buzz on TikTok and Instagram. Managers report incoming calls from clients referencing the videos, and Raaymaker shared a story about a customer who called a friend overseas to watch the content. Further, colleagues are increasingly participating, adding their own videos and personal touches, which broadens the dealership’s marketing reach.
In the luxury and electric vehicle market, Raaymaker noted, while EVs like the EQB and EQS generate interest, the current biggest buzz is around the 2025 Mercedes-Benz G580, a powerful SUV featuring innovative features such as four separate motors for each wheel. Though not yet a major sales driver, the EV market is steadily growing at the dealership.
Raaymaker also praised other social media influencers in the auto space, noting how salespeople now serve as personal marketers, each able to build their own brand and drive sales. He encourages dealers to use their phones to create short videos that showcase vehicles and their personalities, noting that authenticity resonates more than scripted sales pitches.
Nevertheless, Raaymaker credits his team’s coaching and support for his on-camera confidence and invites other dealers to embrace social media as a powerful, cost-effective sales tool that is shaping the future of automotive retail.
