First I drew cars, then I shot them, using a Vivitar compact 35mm camera I bought new for $35. I shot the pics on this page when I was probably 16.
All the while, I was helping people buy and sell their cars, the neighborhood car expert. Briefly I worked as a new car salesman: I got the highest score in my dealer training class, but the sales manager quickly fired me, saying, "you think too much to work here."
I studied fine art and industrial design with the help of a Ford scholarship, then I worked as a designer for a truck body company. It was fun, but it felt limiting.
So I switched to journalism - first as a writer, then as a photographer. The images flowed as the camera blended design and information. I test-drove and shot new vehicles on a weekly basis for seven years. Went through four Nikons and about 200,000 snaps.
Photography came easy, but sales came over time. It had to, since I'm cursed with a crazily short automotive attention span: after a month, I'm bored and ready for the next car. A month if I'm lucky. Barely enough time for the DMV to send the title.
And then came the flash of what Car Staging would become, where I shot an old BMW in the style of the new ones, and a cool thing happened. The new car context elevated the old car's perceived value, even with the dings and dents. Soon I came to depend on cars being gone within 72 hours, even when priced at a win-win for both buyer and seller.
So I started shooting for other car owners here in San Francisco, further honing the presentation based on the buyers' responses. To cut down on misunderstandings and wasted time, the writing became clear with the basics on the car's background and general state.
The sample ads show what buyers have reliably responded to. These presentations blazed through the generally artless used car market and got buyers calling. When they called, they were generally smitten. And that's why I love staging cars: it creates excitement and joy.
Currently serving San Francisco and Los Angeles. More markets in the works.
Want my help? Check out the rates. Just browsing? Come back for the updates. At its heart, Car Staging is fascinated with cars.
Cheers!
Philip Ruth
