The challenge
Launch a new digital-first brand for used cars into a crowded market dominated by leaders with deep pockets.
The strategy
Challenge the assumption that automotive was moving to full digital purchasing.
A people-first used-car brand, launched into a crowded market.
The Impact
The results.
1st
Ranked for brand consideration after 15 months
#1
Outperformed every brand in category for increase in site visits
Top 3
Consistently ranked for share of search
The story
How we did it
On the Inside
Working with Operations and HR, we built a customer-first mindset and skills among front-line employees. Fewer salespeople, more personal advisors able to demonstrate strong listening skills and use their expertise to help customers buy the right car.
On the Outside
A simple brand name, CarStore, that avoided the artificiality of digital-first brands or the old-fashioned anonymity of traditional dealerships.
