Since 2013, the Carvana brand has positioned itself as the “The New Way to Buy (or Sell) a Car.” And since day one, we’ve been driven by a singular purpose: to change car ownership for good. From the get go, we’ve believed that you – the customer – should be in the driver’s seat, behind the wheel of an experience free of hassle or frustration.
This brand positioning has been a guiding light as we’ve grown from a small tech company into the second largest retailer of used cars in the United States. It has informed everything we do – from the way we treat our customers, to the way we do business, to the way we communicate and strive to embody the qualities our brand touts. Our many forms of expression have the power to put a smile on someone’s face, set them at ease, and give them a great experience that allows them to shop like an expert, even if they aren’t one.
However, as we’ve grown, we’ve realized that we can’t be the “new” thing forever, and that the time was right to develop a new brand positioning for Carvana – an evolved expression of who we are and what we offer to our customers.
With that, we’re proud to announce that we have officially launched this new brand evolution – WE’LL DRIVE YOU HAPPY™ – to the masses.
How are we launching our brand evolution?
Earlier this month, we launched our TV commercial “Driving Happiness” that explains the meaning behind WE’LL DRIVE YOU HAPPY™. Over the course of coming months, we’ll be rolling out our brand evolution across our marketing, product, and the customer experience.
In addition to that though, for the first time ever, one of our commercials will air nationally during the big game on February 13!
The commercial, titled “Oversharing Mom”, tells the story of a customer who is so overjoyed by her experience buying a car with Carvana, that she can’t stop talking about it. Inspired by the countless positive customer experiences we’ve delivered over the years, we creatively take our company value “Your next customer may be your mom” to the next level, as this spot encapsulates the real happiness our customers experience when they choose to buy a car from Carvana.
At the end of it all, our mission is to change the way people buy and sell cars. That means giving them all of the information they need to make their own choices. Providing a way around a status quo that has never served them well. To never relent in our quest to help them absolutely crush buying, selling, or even trading a car. And to achieve it all in a way that ends with a smile on the faces of our customers.
