Aubrey Automobiles: Launching a female-founded automotive brand
2023 - 2025
Aubrey Automobiles
Branding | PR | Website Design | Social Media | Launch Strategy
[YEAR]
[CLIENT]
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Aubrey Automobiles had quietly introduced the brand to the world. But with the launch of its first vehicle - the 1973 Land Rover Series III 109, known as Aubrey 001 - it was time to make some noise.
The challenge was simple: turn a low-key brand introduction into a launch people noticed. One that would resonate with established classic car enthusiasts while introducing Aubrey to a new generation of collectors and automotive fans.
We built momentum long before launch day. A steady stream of teasers gave people just enough to keep them guessing, revealing the shape, craftsmanship and story behind Aubrey 001 piece by piece. When the covers finally came off, every photo, film and caption landed together across every channel, making the launch feel considered, consistent and impossible to miss.
Alongside the digital campaign, we secured coverage in leading automotive and design titles including Autocar and Retromotive. Rather than simply showcasing another beautifully restored Land Rover, the coverage introduced Aubrey as a new brand with a clear point of view.
When the time came for the car’s physical debut at The ICE in St. Moritz, we supported with real-time digital coverage - capturing reactions, interactions, and moments of quiet admiration. Aubrey 001 stood out not just for its design, but for the story we’d built around it - something that resonated clearly with a global audience of collectors, designers, and automotive fans.
FEATURED IN: AUTOCAR | MOTORING RESEARCH | CAR SCOOPS | HAGERTY | CLASSIC CAR WEEKLY | RETROMOTIVE | MASON & SONS
88,000+
REACH ON SOCIAL MEDIA IN THE FIRST MONTH
NEW FOLLOWERS WITHIN THE FIRST 24 HOURS
2,500
15+
ARTICLES OF PRESS COVERAGE
The strategic initiatives led to a successful launch of Aubrey 001, positioning Aubrey Automobiles as a distinctive player in the classic car restoration landscape. The brand’s enhanced visibility, coupled with authentic storytelling and strategic collaborations, laid a robust foundation for future projects, and The Petrolhead Agency has been invited back multiple times by the brand to support the launch of all other vehicles, including Aubrey 002 (a 1988 Mercedes-Benz 280GE SWB) and Aubrey 003 (a 2002 4.0L Jeep Wrangler Sahara Edition).
