CarMax Revolutionizes Car Shopping with Omni-Channel Experience and New 'Wanna Drive?' Tagline

CarMax is launching a new brand positioning and tagline, "Wanna Drive?", to emphasize its omni-channel experience, allowing customers to seamlessly shop online or in-store. The company's new spots feature the CarMax House Band and highlight the customer's control over the car-buying journey. CarMax's unique integration of online and in-store experiences sets it apart from other retailers. The brand is ready to "share it proudly with the world" and celebrate its customer-centric approach.

CarMax, the nation's largest used vehicle retailer, has announced a significant brand transformation with the introduction of the new tagline "Wanna Drive?" and a creative marketing campaign featuring the CarMax House Band. This initiative aims to highlight the company's seamless online and in-store shopping experience, empowering customers to control their car-buying journey.

The new tagline, "Wanna Drive?", replaces CarMax's 20-year-old slogan and underscores the company's commitment to an omni-channel experience. The campaign, which will run across TV, streaming, social, digital, and audio platforms, will emphasize customer empowerment and control, aligning with CarMax's customer-centric approach.

CarMax's latest move follows a series of strategic initiatives aimed at enhancing its digital capabilities and expanding its offerings. The company has reported record-high Net Promoter Scores (NPS) since rolling out nationwide digital capabilities, driven by high satisfaction among online and hybrid shoppers [1]. This indicates a strong positive sentiment among customers regarding CarMax's digital integration.

The new campaign is part of CarMax's broader strategy to stay competitive in the evolving automotive sector. By offering features such as express pickup, home delivery within 60 miles of select stores, and a two-minute online car buying offer valid for seven days, CarMax aims to provide a convenient and efficient shopping experience for customers.

CarMax's focus on customer experience and digital innovation is evident in its recent financial performance. The company reported strong Q1 FY2026 results, with net earnings per share rising 42.3% to $1.38. Retail used unit sales increased 9.0%, and comparable store sales grew 8.1% [2]. The company's gross profit per retail unit also reached a record high of $2,407.

In addition to its brand transformation, CarMax has been actively expanding its partnerships and community involvement. The company has renewed its sponsorship with Richmond Ivy Soccer Club and extended its marquee partnership with Gotham FC. These initiatives demonstrate CarMax's commitment to community engagement and sports sponsorships [3, 4].

CarMax's new brand positioning and tagline, "Wanna Drive?", reflect the company's dedication to providing a seamless and empowering shopping experience for its customers. By focusing on customer control and convenience, CarMax aims to set itself apart from other retailers in the used vehicle market.

References:
[1] https://www.stocktitan.net/news/KMX/
[2] https://www.stocktitan.net/news/KMX/
[3] https://www.stocktitan.net/news/KMX/
[4] https://www.stocktitan.net/news/KMX/