Rogers-based America’s Car-Mart announced Tuesday (Dec. 8) a new logo and a rebranding from ‘Drive Easy’ to ‘Keeping You on the Road.’
The buy here, pay here used car dealer said the new visual identity and tagline reaffirm its commitment to its customers and communities. The new branding is an important step in the company’s move to become a leader in the used car market, according to a news release.
“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.”
The new tagline, ‘Keeping You on the Road,’ defines what Car-Mart provides to customers, the release shows. “It is 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,” according to the release.
The new logo will retain the red, white and blue colors but depict a graphic of the open road — “a uniquely American symbol, which conveys freedom and possibilities that come with owning a vehicle,” the release shows. “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,” Williams added. “A vehicle is about getting people to work, taking children to school and the ability to visit new places. In short, ‘Keeping You on the Road’ represents freedom to us, and it’s what we offer our customers.”
The rebranding was completed internally. Employees helped to select the final version of the new logo. The new logo and tagline will be featured on all Car-Mart dealerships, internal and exterior signage and the company’s website and social media channels.
“It’s been over 10 years since we’ve updated our look and feel,” said Dan Burks, vice president of customer experience. “The time was right to better define what we stand for as a company. Our ‘Keeping You on the Road’ tagline is proof positive that we go to work every day to take care of our customers.”
Shares of Car-Mart (NASDAQ: CRMT) closed Tuesday at $110.70, up 81 cents or 0.74%. In the past 52 weeks, the stock has ranged between $129.70 and $35.18.