Primeira Mão — From Saga Seminovos to PrimeiraMão

Saga Seminovos, Grupo Saga's used-car operation, carried the lower-quality image attached to used cars. BR/BAUEN mapped five years of that market with the Futures Cone and, from that scenario, renamed and repositioned the brand as PrimeiraMão — naming, strategy and identity. Launched in June 2023, it grew sales by an average of 30% in its first year.

Saga Seminovos was the used-car operation of Grupo Saga, one of the largest dealership groups in Brazil — and it carried the lower-quality image the market attaches to used cars.

Instead of starting from the present, we started from the futures: with the Futures Cone we mapped five years of the used-car market and chose the scenario the brand would pursue. We developed hundreds of names, interviewed customers and partners and visited garages and dealerships until the certainty was nailed: the ideal name was already in the segment's vocabulary. Saga Seminovos became PrimeiraMão, with a strategy and an identity designed for that scenario. Launched in June 2023, the brand grew sales by an average of 30% in its first year.