Autolux.
Launching a chain of high-quality car body and paint repair shops
Autolux.
When a local business approached us in 2024 with an idea for a new car body and paint repair business, it existed only as a vision.
No name, no brand, no marketing strategy. Just an opportunity they’d identified in the Yorkshire and Lincolnshire area.
Off the back of work we’d done with local car dealerships, they valued our strategic input to turn that vision into reality. What followed was a complete brand launch that brought the full range of Sourcefour talents to the fore.
It all starts with a name.
Our first task was creating a name for the business. After consumer research and competitor analysis, we developed AutoLux, a name that reflects the core proposition – luxury quality at affordable prices.
The business idea was smart. There was a clear gap in the market between dealership bodyshops charging premium prices and back-alley paint shops or mobile services that often failed to deliver quality finishes. AutoLux would offer dealership-standard work without the inflated price tag.
The name needed to communicate that positioning immediately. AutoLux hit the mark perfectly.
Creating a brand and protecting it.
With the name established, we set about creating the complete brand identity. This wasn’t just about a logo for print and digital use. As a retail service, we needed to think about signage, vehicle livery, and uniforms.
The visual identity needed to work everywhere, from the website to the side of a van, from social media to shop front signage. Everything had to feel premium and professional to reinforce the quality positioning.
The client was keen to protect the brand from the start, so we handled the IPO trademarking of the logo and purchased relevant domain names. Getting these fundamentals right early prevents problems down the line.
Ready for launch.
The flagship branch opened in Hull. With the unit fitted out and striking new signage installed, we captured photography and video on site, showcasing the full range of services: bump and scrape repairs, paint jobs, and alloy refurbishment.
What makes this service so visually compelling is the before and after imagery. The transformations are dramatic, making for highly engaging social content that practically sells itself.
We launched the branch with a new website, organic social media, and paid digital advertising across Meta and Google AdWords.
To build local awareness, we included leaflet distribution targeting households within a five-mile catchment area. Even people not actively needing the service would know AutoLux existed when they eventually needed repairs.
Targeting trade customers
Alongside consumer campaigns, we also targeted trade prospects, including car lease companies, car hire firms, and organisations with vehicle fleets. These customers have ongoing needs for paint, body, and alloy repairs, making them valuable long-term clients for AutoLux.
Scaling with confidence.
With a successful playbook established from the Hull launch, we seamlessly supported the opening of AutoLux’s second branch in Scunthorpe. The systems, messaging, and marketing approach were proven, allowing for efficient replication.
With no in-house marketing resource, AutoLux relies on Sourcefour to keep the brand front of mind and bring in new business. We do this through ongoing organic SEO and content on the website, consistent and regular organic social content, and targeted paid Google Ads and social advertising.
Always evolving.
The next phase is to amplify the use of video content. Short, TikTok-style videos of before and after transformations, especially alloy refurbishment, engage users and showcase what’s possible. The visual impact is powerful.
We’ll be filming, editing, and posting this video content across their social channels, keeping the content fresh and the brand visible to potential customers scrolling their feeds.
With a new branch opening in Grimsby in the pipeline, we look forward to continued support of this exciting venture as it expands across the region.
Job title,
AutoLux
Results that prove the concept .
Since launching in July 2024, the business has seen impressive marketing performance:
- 1.5 million website impressions
- 11,000 page views
- 6.5 million impressions from Facebook ads
- 32,000 Facebook ad click-throughs
- 60,000 impressions and 4,000 click-throughs on Google Ads
These numbers represent real people discovering AutoLux and considering their services. The combination of brand awareness and direct response marketing is building a sustainable customer base.
What the team says:
“Being involved from day one of a business venture is rare and exciting. We weren’t just designing within existing constraints, we were helping define what the business would be and how it would position itself in the market.
The naming and brand development phase was crucial. AutoLux needed to feel premium without being pretentious, professional without being corporate.
The visual identity we created works across every application, from digital to physical environments, maintaining consistency that builds brand recognition. Having a proven playbook for branch openings means AutoLux can scale efficiently, and we’re excited to support their expansion across the region.”
Rob, Managing Director
