Chris Harris, marketing and customer director at HR Owen, said that because its customer base of men in their mid to late forties are late adopters of social media the company has had "leeway" to prepare for an entry into social media.
Speaking at the Dreamforce conference in San Francisco, he said: "As a group [our customers] are probably less embracing of social media so that’s given us a bit of leeway to get our house in order to deal with the inevitable conversations that come with social media.
"We’ve got great content – we see some of the best cars in the world first, we get to drive them and we get to talk about it and share pictures."
HR Owen will bring all its social media content together in one place on a ‘News and Events’ microsite it launched two weeks ago.
The content strategy is supported by a quarterly magazine called Drive that has an editorial direction of "GQ meets Top Gear", according to Harris.
GQ has influenced the style and luxury of the magazine, which attempts to emulate Top Gear’s "passion, enthusiasm and irreverence".
Harris said: "We are finding our tone of voice and our customers are usually straight forward people and what I’ve always been keen to do is not turn everything into fancy language the whole luxury thing can get a bit over-worked."
Digital is now the company’s main marketing channel with the majority of investment going on SEO and pay-per-click as HR Owen pulls pack from press advertising.
A consistent investment in digital since October 2011 has helped HR Owen double its website traffic between then and now from 55,000 to 110,000 visits a month, according to Harris.