CarMax is Shaping the Future of Car Shopping with New “Wanna Drive?” Brand Positioning and Tagline

Core Insights - CarMax is launching a new brand positioning with the tagline "Wanna Drive?" to emphasize its customer-centric, omni-channel car-buying experience [1][4][10] - The new approach aims to empower customers by allowing them to shop online, in-store, or switch between both seamlessly, setting a new standard in the used car retail industry [3][10] Brand Positioning - The new tagline "Wanna Drive?" replaces the previous tagline that had been in use for over 20 years, reflecting the evolution of CarMax and its commitment to customer empowerment [7][10] - CarMax's omni-channel experience allows customers to have control over their car-buying journey, providing clarity and confidence [10][12] Customer Experience - CarMax has achieved its highest Net Promoter Score since the rollout of its digital capabilities, indicating increased customer satisfaction, particularly among those using online and mixed shopping options [4][10] - The company emphasizes honesty, integrity, and innovation as core values that differentiate it from traditional and online-only dealers [4][10] Marketing Campaign - The campaign features the CarMax House Band, which represents the journey of car buying and selling, with creative spots designed to resonate with customers [11][12] - The marketing strategy includes a phased rollout across various platforms, including linear TV, streaming, social media, and audio [12]