The advertising division of Germany-based auto marketplace AutoScout24 has introduced its “brand hub,” a new digital platform designed to give car manufacturers “a dynamic space for brand storytelling within the AutoScout24 vehicle marketplace.” The first partner is Opel, one of Germany’s oldest and biggest car manufacturers, which is showcasing its new Grandland SUV as part of the launch.
The brand hub is directly integrated into the AutoScout24 search environment and lets brands present their vehicles in “an interactive, personalized, and targeted way.” Visitors can explore models in detail, configure their favorite version, and book test drives.
“With the brand hub, we’ve developed a format that not only increases visibility but truly brings a brand to life,” said Mike Klinkhammer, general manager of sales, media and finance, at AutoScout24 Media. “Whether for a broad brand presence or a specific model launch, we work closely with manufacturers to create tailor-made concepts.”
According to AutoScout24, the brand hub follows a three-phase approach that guides users along the customer journey. In the awareness phase, stronger visibility through exclusive placements and advertising ensures that potential buyers take notice of the brand and its models.
The consideration phase then deepens engagement, offering interactive features such as color configurators and 360-degree views that invite users to explore vehicles in detail. Finally, the activation phase provides practical tools like test drive bookings and direct links to vehicle listings, creating a seamless transition from discovery to decision-making.
AutoScout24 Media will manage the entire process: from concept and creation of all advertising materials to site implementation and detailed performance tracking. Additional manufacturer partnerships are already underway, alongside plans for a gradual rollout of the marketing solution across Europe, the company added.
The new brand hub builds on AutoScout24’s extensive reach. According to the company, with more than 2 million vehicle listings and around 30 million monthly users, AutoScout24 is Europe’s largest online car marketplace. Beyond Germany, the AutoScout24 Group operates across major European markets, including Belgium, Luxembourg, the Netherlands, Italy, France, Austria, Norway, Denmark, Poland, and Sweden.
“With the new brand hub on AutoScout24, we are creating another opportunity to bring the Opel brand to life and offer interested parties quick and transparent access to our models,” said Cristiano Colaiacomo, marketing director at Opel Germany.
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