America’s Car-Mart, one of the largest publicly-held automotive retailers in the “Integrated Auto Sales and Finance” segment, recently announced its new visual identity and tagline that reaffirms, “…the company’s unwavering commitment to its customers and communities,” according to a news release. The rebrand represents a significant step in the company’s evolution as a prominent leader in the used car market, the release noted.
“We believe our purpose is to serve hard-working Americans by providing them with quality, used vehicles,” said Jeff Williams, president and CEO. “Every day, we strive to do whatever we can to keep our customers on the road and provide them with peace of mind – from the time they walk onto our lot and buy a vehicle to when they collect the title to their vehicle. We’re with them every step of the way on that journey. We keep them on the road.”
Car-Mart’s new tagline, ‘Keeping You on the Road’, is an all-encompassing definition of what Car-Mart delivers to its customers, the release noted. It’s a commitment and a promise the company will do whatever it takes to provide customers with excellent service, care, and compassion before, during, and after the vehicle sale.
The new logo (above), while staying with its red, white, and blue color scheme, depicts a graphic of the open road, a uniquely American symbol, which conveys freedom and possibilities that come with owning a vehicle. The highway icon forms the letter “A” that signifies the American spirit.
“We understand that owning a vehicle is an essential part of everyday life. A vehicle is about getting people to work, taking children to school, and the ability to visit new places,” Williams said. “In short, “Keeping You on the Road” represents freedom to us and it’s what we offer our customers.”
Car-Mart’s rebranding was developed through an internal collaborative process, the release said. Associates helped select the final version of the new logo. The new logo and tagline will be featured on all Car-Mart dealerships including internal and exterior signage, as well as Car-Mart’s website and social media channels.
“It’s been over ten years since we’ve updated our look and feel. The time was right to better define what we stand for as a company,” said Dan Burks, vice president of customer experience. “Our ‘Keeping You on the Road’ tagline is proof positive that we go to work every day to take care of our customers.”
For more information about Car-Mart’s rebranding effort, click here.