If nothing else, Ling's Cars is remarkable. The car leasing market is interminably bland, full of hundreds of players offering the same deals on the same cars.

If nothing else, Ling's Cars is remarkable. The car leasing market is interminably bland, full of hundreds of players offering the same deals on the same cars. There aren't many ways to stand out in that market, but Ling has done it by being absolutely bonkers. That remarkability may also act as a form of social proof. On some level, we instinctively recognise that if Advantage Motor Leasing Ltd screw over a bunch of their customers, they could just rebrand as Premier Motor Leasing Ltd and carry on regardless. A faceless company with a Wordpress template website can easily shake off a bad reputation. Ling's business is deeply personal and highly distinctive, representing a significant investment in her reputation.