Autorola unveils new logo and visual identity – First Update in 28 Years

This redesign reflects the company’s transformation from a Danish pioneer in online car auctions to a global leader providing innovative digital solutions across multiple business areas within the automotive industry. 

The new visual identity will officially launch on February 5, 2025, across Autorola’s digital platforms and will be gradually implemented across offices, trade fairs, and other physical touchpoints in the following months. 

Autorola’s original logo, featuring the distinctive red 'R' shaped like a shark fin, symbolised the company’s ambition to conquer the European market - a mission that has been accomplished. With more than 25 years of continuous digital innovation, Autorola is now a key global player offering some of the most sophisticated and integrated vehicle remarketing solutions. 

The goal of the new identity is to create a modern, professional, and recognisable brand expression that strengthens the connection between all three business units while reinforcing their relationship with Autorola Group.

“When Autorola was founded in 1996, we were a small Danish start-up focused on the local market and the first provider of online car auctions in Europe. Since then, we have expanded to over 20 countries across five continents and added two extra business divisions—an advanced fleet management solution (Autorola Solutions) and a data-driven market insights tool (Indicata),” said Peter Grøftehauge, CEO and founder of Autorola Group.   

“We have been focused on innovation and the development of enhanced digital solutions while expanding our global presence. Over the past years, we have undergone a strategic transformation and now provide digital solutions to some of the world’s largest and most influential companies. As a result, Autorola is stronger today than ever before, and our new visual identity should reflect this strength,” he added. 

“We aim for a more unified brand expression across our business areas while ensuring each division maintains its own unique identity,” explains Martin Lasthein Creative Director from Reset, who developed the new design in close collaboration with Autorola. 

About Autorola Group  Headquartered in Denmark, Autorola Group remains 100% privately owned.  Autorola is a leader in the digitalization of the automotive industry, with over 800 employees in more than 20 countries—including Europe, Australia, Brazil, and Mexico—delivering digital solutions for car auctions, fleet management, and market data. 

Autorola has received multiple industry recognitions, including induction into the Fleet Europe "Remarketing Hall of Fame" in 2023. In 2024, Autorola was awarded Ernst & Young’s "EY Entrepreneur of the Year – Denmark" and will participate in the EY World Entrepreneur of the Year 2025 in Monaco in June 2025. 

Contact: 

For further information, please contact: 

Trine Kornerup 

Autorola Group Marketing 

Phone: +45 2986 0039 

Email: xtkj [at] autorola.com