Autoexpo's Bold New Campaign Puts Humor at the Heart of Used Car Sales

Autoexpo is rolling out its first nationwide brand campaign to stand out in the used car market. The push features comedian Maddin Schneider as its ambassador, with five commercials set to launch in early February. These ads will highlight the company's strengths through short, engaging stories rather than traditional sales pitches.

The campaign marks Autoexpo's first attempt at consistent branding across Germany. It will run on social media, YouTube, and outdoor advertising, aiming to create recognition through humour and relatability. Each of the five commercials stars Schneider, known for his down-to-earth Hessian wit, weaving Autoexpo's selling points into everyday scenarios.

Agency Snook leads the project, with Jana Müller overseeing the account. Schneider was selected for his alignment with Autoexpo's values—authenticity, reliability, and a straightforward approach. His involvement extends beyond the ads, as he will also make a live appearance at Autoexpo's major e-mobility event on April 25.

Autoexpo sells over 15,000 used cars each year, keeping around 1,500 vehicles in stock. The campaign's storytelling format avoids classic advertising, instead making brand values feel tangible through Schneider's humorous take on daily life.

The campaign debuts in February, blending entertainment with Autoexpo's key messages. By using Schneider's regional charm and storytelling, the company hopes to boost visibility and customer connection. The live event in April will further reinforce the brand's focus on e-mobility and engagement.