📸 Car Videography & Photography
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🇬🇧 London, UK

The story began in late May 2017, when a then 18-year-old Mahf, decided to create a back-up for his personal Instagram account. He chose the username M44FJR as he planned to purchase it in advance as a UK private registration plate for his first car. In July 2017, he acquired M44FJR, the plate format of Mahf Junior. After passing his driving test on the first attempt in August 2017, he put the registration to use on his Mercedes-Benz A-Class.

The original plan was to use the M44FJR Instagram account to document a collection strictly of his own cars once he had sold/bought one every few years. But after experiencing a number of different cars in person, he decided to share a slideshow of each car complemented by short review summaries, transforming the Instagram page into a type of portfolio/personal hobby.

In 2020, following a rapid increase in audience, Mahf nurtured his idea to expand M44FJR’s network within the car industry by offering readers in-depth reviews and news, local car meets, car event coverage, high-resolution car photography, high-quality Instagram reels, a variety of M44FJR branded merchandise for sale, as well as creating and distributing a range of interactive content to keep hardcore car enthusiasts entertained - further establishing M44FJR as a thriving online car platform with a bright future.

After the purchase of his dream car in June 2024, a Porsche Cayenne 958.2, Mahf had decided to take the next step by rebranding M44FJR to M23AHF. The new plate is essentially the date of his birth embedded in between the letters of his name, naturally dropping the “junior” title in the process as well.