Another Category

WHAT DOES IT TAKE TO PLAY IN ANOTHER LEAGUE? In a market where used cars are treated as commodities, Localiza Seminovos decided to rewrite the rules. Instead of competing on price, we chose to compete on trust.

From that insight we launched the first brand campaign in Localiza Seminovos' history. The idea was simple but bold: if our cars come from the largest mobility company in Latin America, they don't belong in the same category as the rest. We tested several celebrities with our customer base and with external audiences, searching for a single perfect fit — a figure able to embody the core values of the business: rigorously inspected cars, single-owner vehicles and absolute reliability.

The result was a fully integrated 360º campaign that lifted perception and performance at the same time. Brand recall grew more than 28% and revenue increased more than 10% year over year in Q3 2025. Localiza Seminovos was no longer seen as "just another used-car brand." It became ANOTHER CATEGORY.