CarMax Launches New Brand Positioning, Empowering Customers with Omni-Channel Experience

CarMax launches new "Wanna Drive?" brand positioning and tagline, emphasizing its seamless, customer-centric omni-channel experience. The new positioning reflects the company's focus on empowering customers throughout the car-buying journey. The "Wanna Drive?" tagline replaces the previous one, which has been used for over 20 years.

CarMax (NYSE: KMX), the nation's largest used car retailer, has unveiled a new brand positioning and tagline, "Wanna Drive?" replacing its 20-year-old slogan. This initiative showcases CarMax's seamless, customer-centric omni-channel experience, allowing customers to shop online, in-store, or switch between both effortlessly [1].

The new tagline reflects CarMax's commitment to empowering customers throughout the car-buying journey. The company is launching a creative campaign featuring the CarMax House Band, with spots across TV, streaming, social, digital, and audio platforms. This campaign emphasizes customer empowerment and control, highlighting how the CarMax experience makes customers feel confident and in control [1].

CarMax reports its highest-ever Net Promoter Score since rolling out nationwide digital capabilities, driven by record-high satisfaction among online and hybrid shoppers. With over 250 stores nationwide and 50,000+ cars in inventory, CarMax offers features like express pickup, home delivery within 60 miles of select stores, and a two-minute online car buying offer valid for seven days [1].

The new "Wanna Drive?" tagline replaces the previous one, which has been used for over 20 years. It reflects the company's ongoing commitment to putting the customer in control and making the car buying or selling process more empowering than ever [1].

The CarMax "Wanna Drive?" campaign is launching in partnership with creative agency 72andSunny Los Angeles. The campaign aims to reimagine every touchpoint to reflect a bold promise: the customer is in control here. The new tagline, "Wanna Drive?", is not just an invitation but a mindset that CarMax is tossing over the keys to the customer, saying, "So, how do you want to do this?" [1].

CarMax's new brand positioning and tagline are part of its ongoing effort to lead the way in customer-focused innovation within the automotive sector. As car shopping enters a new era, CarMax is helping to set the standard with its omni-channel experience [1].

References:
[1] https://www.stocktitan.net/news/KMX/car-max-is-shaping-the-future-of-car-shopping-with-new-wanna-drive-xgavnamjmvdo.html