CASE STUDY · AUTOHERO

From online retailer to Europe’s largest car dealer

A brand repositioning and physical retail experience that helped Autohero become a modern, trusted omnichannel dealer across Europe.

CLIENT
Autohero (AUTO1 Group)

ROLE
Head of Brand Marketing & Creative Production

SCOPE
Brand repositioning + physical retail experience

MARKETS
Europe · Guidelines for 100+ centers

THE CHALLENGE

Making an online-first business feel like a trusted local dealer.

Autohero was perceived as “an online shop for used cars.” Research showed that 60% of Europeans did not want to buy a used car online without seeing it first. The company needed to capture offline buyers while continuing to grow online — without creating channel conflict — and shift perception from pure e-commerce to a modern, trustworthy car dealer.

WHAT I DID

As Head of Brand Marketing & Creative Production, I led the brand repositioning with my team that reframed Autohero from an online retailer to “Europe’s largest car dealer.” The goal was to humanize the brand and make it feel closer to local markets while keeping a consistent European identity.

01 — Defining the new brand positioning and narrative

02 — Directing the Autohero Center concept: showrooms combining digital ease with human reassurance

03 — Designing key customer-experience moments, including the personalized car key handover

04 — Overseeing global guidelines for design, furniture, customer journey and staff training across 100+ centers

05 — Supporting the launch with a dedicated communication campaign

IMPACT

Successfully shifted brand perception toward a more trustworthy, customer-centric dealer; created a scalable retail brand system used across the growing network of Autohero Centers; and supported the strategic expansion from pure online into a true omnichannel model.

KEY DELIVERABLES

Brand repositioning & narrative

Autohero Center concept and experience design

Global retail brand guidelines for 100+ locations

Launch communication campaign