Client context:
AIR is an innovative mobility solutions provider offering advanced tools like MyPrice and Consignment, designed to optimize vehicle remarketing processes. These solutions help dealers and leasing companies manage pricing, stock flow, and customer engagement with greater efficiency. AIR has established a strong presence in Italy and now aims to expand its footprint across Europe, leveraging its technology-driven approach to deliver value in a rapidly evolving automotive ecosystem.
Problem Statement:
With ambitions to scale beyond Italy, AIR recognized the need for a clear go-to-market strategy for Europe. The leadership team wanted to ensure strategic alignment and define a roadmap that would enable successful entry into diverse European markets. This was not about reinventing the business but about sharpening its competitive edge and creating clarity on priorities for expansion.
Our Intervention:
Ma5 applied its Remarketing Brand Strategy Tool, structuring a two-day workshop focused on strategic clarity and market readiness with more focus on defining appropriate products and customer target.
To prepare, we analyzed AIR’s current product offering and competitive positioning in Italy. During the workshop, we guided the team through:
- Day 1: Deep dive into AIR’s products (MyPrice and Consignment), conducting SWOT analyses and identifying unique selling propositions (USPs) versus competitors.
- Day 2: Exploration of European market trends, customer segments, and distribution channels, followed by defining positioning and pricing strategies for target countries.
The sessions also included a GAP analysis to uncover operational and resource needs for rollout, identification of quick wins, and development of an actionable roadmap for expansion.
Outcome:
The workshop (early 2024) revealed that, while AIR had strong products and a clear ambition, there were some gaps to close before launching outside of Italy. This alignment between AIR’s top management enabled the creation of an action plan to close those gaps quickly.
As an update in October 2025, the company successfully launched its European product offering at the European Remarketing Summit and is now a member of the European Car Remarketing Association (CARA). This milestone marks AIR’s transition from a national player to a European innovator, reinforcing its commitment to delivering cutting-edge solutions for vehicle remarketing.
What I appreciated most was ma5’s structured and pragmatic way of working, clear ownership, strong facilitation, and a real expertise.
Igor Valandro, CEO Air Srl
