CarMax in “Drive” with “Wanna Drive?”
CarMax, Inc. (NYSE: KMX), America’s largest retailer of used cars, is launching a new brand positioning, spotlighting its seamless, industry-leading omni-channel experience.
After years of refining its model to allow customers to buy online, in-store or switch between the two effortlessly, CarMax is setting a new standard of the car-buying journey with customer empowerment at every step.
To bring the customer-centric experience to life and reflect the modern expression of what CarMax stands for today, the brand is retiring its former tagline that has been used in some form for more than 20 years and unveiling its new “Wanna Drive?” tagline in its latest creative spots, in partnership with creative agency 72andSunny Los Angeles.
The company claims “Wanna Drive?” isn’t just a tagline – it’s a commitment that at CarMax, the customer is empowered to buy their way, with the clarity, confidence and control to navigate the journey on their terms.
CarMax customers can seamlessly shop online, in-store, or switch between the two effortlessly. The customer is in the driver’s seat: they drive the where, the when, the how – CarMax is their copilot with whatever support they need.
Making their debut in a new anthem spot today is the CarMax House Band, who represent the physical manifestation of confidently owning the car-buying and selling journey. The new spots (:30, :15 and :06) are part of a larger marketing ecosystem delivering a phased rollout across channels including linear TV, streaming, social, digital and audio.
CMX shares sank 36 cents to $59.70.
