CARFAX teams up with MY PR and Competence Communication to strengthen communication in Italy
Transparency note: This press release was originally published in Italian. The text has been machine translated. You can find the original press release here.
CARFAX has chosen the two agencies to consolidate its role as a benchmark for transparency and trust in the used car market.
MY PR will handle brand communication, particularly media relations and data storytelling, to make CARFAX synonymous with the used car market.
Competence Communication will focus on anti-fraud communication to protect consumers.
Milan, September 9th, 2025 - CARFAX, an international leader in vehicle history information, has chosen two strategic partners to strengthen its PR and media relations activities in the Italian market and to raise public awareness of fraud in the used car market: MY PR and Competence Communication.
The collaboration aims to consolidate CARFAX's positioning and reputation in Italy as a privileged interlocutor for sharing data, opinions, and insights with the media, while educating the public on the importance of transparency in used vehicle transactions and helping to reduce the information imbalance between sellers and buyers.
MY PR will handle brand communication, with a particular focus on media relations and creative data storytelling, with the aim of making CARFAX synonymous with the used car market in Italy. Competence Communication will focus on communication relating to the various fraud schemes present in the Italian used car market, with the mission of shining a spotlight on current and emerging scams in the used car market.
"The Italian market is strategic for CARFAX, and by choosing these two agencies, we aim to grow in terms of communication as well," commented Marcel Rotzoll, PR Specialist at CARFAX. "We want to strengthen the brand's reputation by providing unique insights to the media, as well as highlighting the great added value of CARFAX services for sellers, buyers, dealers, and transparency in the industry in general. At the same time, we intend to combat fraud, which, with the growth of the used car market, is constantly evolving and becoming increasingly sophisticated, thanks in part to artificial intelligence tools. We are delighted to be working with two well-established agencies in Italy and are confident that together we will make a difference."
"We are excited about this new opportunity in a stimulating and constantly changing market," said Sergio Pisano, Partner at MY PR. "This collaboration will allow us to support CARFAX by leveraging one of our greatest strengths: data storytelling. Through our expertise, we want to effectively communicate the evolution of the used car market, establishing an ongoing and fruitful dialogue with the media in the sector and beyond, and CARFAX's role in making the used car ecosystem more transparent and secure for everyone."
"We are proud to begin this collaboration with CARFAX," commented Lorenzo Brufani, CEO and Founder of Competence Communication. "We will provide our expertise in stakeholder engagement to strengthen the company's position as an industry leader and promoter of a more transparent and secure used car market. CARFAX solutions offer real value not only to consumers but also to dealers, who can present themselves as reliable and certified dealers. In a context increasingly exposed to fake news, it is essential to promote companies such as CARFAX, which are committed every day to bringing out the truth and protecting market players."