Questions

The ones people actually ask, answered straight. If yours is not here, email me.

What does advertising on a car cost?

Here, between 400 kr and 2.500 kr a month depending on the panel, plus a one-off vinyl fee from 150 to 1.200 kr. That is the opening price. It is an auction, so the real price is whatever somebody will pay. For comparison, a month on the side of a bus in Copenhagen starts around thirty times the cheapest panel here.

Does advertising on a car actually work?

For recognition, yes. For clicks, no. A car is a recognition medium: the same people see it repeatedly in the same neighbourhood, which builds familiarity but will not fill a form. It works best next to something that does convert, and it works best for local businesses selling to people who live nearby.

Do I pay if I do not win?

No. Your card is saved when you bid but nothing is charged unless you are highest when the clock runs out. If you lose, the card is never touched.

What happens if somebody outbids me?

Nothing is charged and the panel is theirs. You can bid again while the round is still open. A bid has to beat the current one by five per cent, which stops a one krone outbidding war.

Can I bid less than the asking price?

On a panel nobody has bid on, yes, and you should. The asking price is what I am asking, not a floor. The only hard rule is that you cannot take a panel off somebody by offering less than they did.

How long does my logo stay on the car?

About 11 weeks. Then the panel goes back up for auction, opening at whatever it last sold for. You can bid again to keep it.

Who pays for printing the vinyl?

You do, once, along with the first month. It is scaled by panel size, from 150 kr for a wing mirror to 1.200 kr for the full front wing wrap. It is charged once no matter how long you hold the panel, because the print is a one-off cost.

Can you refuse my design?

Yes, and I might. If a design or a message is not one I want driving around with my name attached, I will ask for changes or turn it down. If we cannot agree you get every krone back and the panel goes back on the board. Nothing political, no gambling, no crypto, no adult content.

What if the car breaks down?

It is a 2001 Polo, so it will. If it is off the road for more than two weeks in a row, your time is extended by however long it was parked. If it dies completely you are refunded for the months you did not get.

Do I need an account to bid?

No. You need a company name, a CVR or VAT number, an email and a card. Signing in is optional and only prefills the form.

Is this a business expense?

It is advertising, invoiced from a Danish company with a CVR number, so it is normally deductible in the same way any other advertising is. Your accountant is the one to ask about your own situation, not me.

Where does the car actually drive?

Copenhagen, daily. Nørrebro, Vesterbro, Amager, Islands Brygge and Frederiksberg mostly, roughly 1.400 km a month, and parked on public streets around 40 hours a month. Those are my own logs rather than a media agency's, and I will show them to you before you bid.