Aubiri: Rebranding, OEM Strategy, and Systematic Growth
Despite the project undergoing extensive changes — from rebranding and international expansion to website technology improvements and marketing systematization — the company grew by approximately 58% between 2022 and 2025. AutoRicambi (now Aubiri) achieved revenue of approximately €2.35 million in 2022. Collaboration with Opinest began in 2023 with an OpiStarter workshop. This was followed by a period in which the company addressed rebranding, expansion into international markets, technical website improvements, and the systematization of marketing and reporting. Since 2023, we have invested more than 1,050 hours into the project. The project continues and is still evolving.
OpiStarter: Defining Reality and Setting Priorities
We began the collaboration with OpiStarter, whose objective was to gain a comprehensive understanding of the company’s operations — from finance, products, IT, HR, and processes to marketing.
We analyzed revenue structure, margins, the share of orders outside online measurement, the state of GA4, marketing accounts, and the website’s technical architecture.
Key findings:
- Significant share of OEM demand across search and campaigns
- Weak separation of brand / OEM / generic demand
- Reporting focused primarily on revenue rather than profitability
- Absence of country-level unit economics
- Expansion without a clear testing methodology
The output was a prioritized plan for 2023 — starting with OEM architecture and measurement, running rebranding in parallel, and then focusing on systematizing expansion and reporting.
From the beginning, the project has been led on the Opinest side by Michal Lubelec as Client Owner.
OEM Strategy: Analysis and Gradual Implementation
We started addressing OEM-related opportunities almost immediately.
Analytical Phase
First, we conducted:
- Search demand analysis for OEM numbers (SK, CZ, FR)
- Internal search analysis
- Identification of brand + model + category combinations
The analysis revealed that OEM demand was highly conversion-oriented and significantly underutilized over the long term.
Implementation Phase
The technical implementation required development work and took almost a year. Gradually, we:
- Prepared specifications for generating and indexing OEM combinations
- Designed the landing page architecture
- Adjusted DSA campaigns and created a dedicated DSA feed
- Implemented scripts to exclude irrelevant search queries
- Separated branded demand from other demand categories
OEM therefore moved from being “numbers in PPC campaigns” into a systematic SEO and performance architecture.
Rebranding: Process Management and Risk Minimization
The decision to rebrand had already been made before our collaboration began. Our role was to structure the process, prepare implementation checklists, and supervise execution to minimize technical and data-related risks.
The rebranding process included:
- Legal trademark verification and registration
- Domain acquisition and preparation of COM domain solutions
- SK and CZ migration
- Redirect implementation, indexing, and hreflang checks
- Backlink audits
- Feed adjustments for international markets
- DataLayer and GA4 event updates
- Post-migration measurement validation
The rebranding process also included analytical support for visual identity. We mapped competitors’ color usage and identified available positioning opportunities within the visual spectrum where the brand could stand out. Recommendations regarding brand color direction were therefore based on data rather than subjective preferences.
The goal was not simply to “create a new name,” but to ensure that the transformation could be completed without major losses in organic visibility and overall performance.
Marketing Systematization
Following the initial interventions, marketing activities became more systematic.
We regularly addressed:
- Google Ads account reviews (SK, CZ, FR, DE)
- Auction Insights analysis
- PMax campaign structure optimization
- Brand separation
- PNO monitoring by country
- Sklik and product listing optimization
- Feed adjustments according to market-specific requirements
- Segmentation of new vs. returning customers
- Implementation reviews by external vendors
The objective was not campaign execution itself, but rather control, structure, and performance evaluation.
However, the collaboration is not limited to consulting. When needed, we also engage in execution activities, especially in analytics, preparing specifications for IT teams, and designing campaign structures. The collaboration also includes transferring know-how to the internal team through training in areas such as Sklik, SEO, and data analysis.
Website and Technical Infrastructure
Marketing and expansion activities required technical improvements.
Areas addressed included:
- Indexing category + brand + model combinations
- Internal search optimization
- Category tree optimization
- Vehicle Picker and VIN UX review
- Microsoft Clarity implementation
- Lighthouse speed audits
- Script optimization
- Shipping rule adjustments for individual countries
- GA4 measurement validation after technical changes
Processes for content management and product data handling were also gradually introduced to support both SEO and campaign performance.
International Expansion
Expansion was implemented gradually through testing.
We addressed:
- FR and DE campaigns
- EU and COM solutions for international markets
- Testing English versions before localization
- Translation workflows
- Competitive price monitoring
- Prioritization of top products for international markets
This was not a one-time market launch but rather a continuous evaluation process.
Results in Numbers
Company revenue:
2022: €2.35M
2023: €3.00M (+27.7%)
2024: €3.51M (+17.0%)
2025: €3.71M (+5.6%)
Between 2022 and 2025, the company therefore grew by approximately 58%.
Growth in 2023 was driven by a combination of systematic OEM demand utilization, website improvements, campaign optimization, and the first stages of international expansion. In 2024, the company stabilized after the rebrand and continued growing in international markets. The focus in 2025 shifted more toward consolidation, optimization, and infrastructure investments.
The decline in profitability during this period was primarily linked to the company’s investment phase — relocating to significantly larger facilities, increasing inventory levels, investing in IT infrastructure, redesigning the website, and expanding the team. These decisions were made deliberately to increase operational capacity and technological readiness for continued growth at a larger scale and faster pace.
Opinest as a Long-Term Partner
The collaboration between Aubiri and Opinest is long-term in nature. It is not a one-time project or an isolated marketing optimization initiative.
Opinest participates strategically, analytically, and operationally — depending on the company’s current needs. The objective is not short-term performance improvements, but the gradual development of data, marketing, and technological infrastructure that enables sustainable and controlled growth.
The project continues, and the next phase focuses on accelerating growth while maintaining control over profitability and cash flow.
Our collaboration with Opinest represented a fundamental shift from intuitive marketing management toward systematic company building based on data. At the beginning, we faced major challenges: rebranding from AutoRicambi to Aubiri, expanding into international markets, and reorganizing our product architecture.
Michal and his team entered the process not merely as consultants, but as strategic partners who understand the connections between IT, finance, and marketing. Thanks to their in-depth OEM demand analysis and precise management of the rebranding process, we achieved 58% growth even during a period of significant transformation and relocation to new facilities.
What we appreciate most is that they do not overwhelm us with reports — they actively solve technical requirements for developers while simultaneously safeguarding the profitability of our expansion. Today, Opinest has become an integral part of our strategic planning.
