Autotrader Rebrands With Mobile Focus, from Driving Sales News.
Autotrader.com is rebranding. In this case, they are hoping to lose the dot-com and gain more notoriety on mobile devices. Autotrader.com is now becoming just “Autotrader.” The company wants to be friendlier to tablets and smartphones and they’re taking it to a new level.
The company has changed their logo just so that it will have more of an impact for those looking at the Autotrader.com website on their mobile device. Speaking on the new rebranding effort, Autotrader President Jared Rowe said in a statement, “We’re building on our legacy as the most comprehensive online automotive marketplace by expanding on our strengths, stretching into new territory that aligns with our mission and creating an emotionally engaging experience for both buyers and sellers.”
In planning the rebranding, the company recognized many consumers and industry insiders already understand Autotrader as a single term independent of a dot-com. A new logo is meant to represent how the organization feels they fit in the digital car-shopping realm. Autotrader is owned by Cox Automotive. John Kovac, Senior Vice President of Marketing for Cox Automotive, said in a statement, “This new logo visually represents our role in the car shopping process – Autotrader is the guiding force that leads consumers to the vehicle that’s a perfect match through an experience that’s personal, immersive and surprisingly enjoyable.”