The PureCars Brand: A Transformation

August 8, 2020

It goes without saying that 2020 has been a year of change. It certainly hasn’t shaped up to be what any of us expected prior to the clock striking 12:01 AM on January 1. And while we’ve all been experiencing much of the change together,  influenced by external factors beyond our control, we’ve also been driving change internally here at PureCars.

Our Founder Returns

brand – The PureCars Brand: A Transformation
Jeremy Anspach
Founder & CEO, PureCars

On March 1, 2020, PureCars Founder and former CEO, Jeremy Anspach, stepped back in as CEO and we all agree his timing couldn’t have been better. Immediately upon his return, we were challenged, as a company, to revisit our purpose, mission and vision — what ‘we’ want to be for dealers and the industry as a whole.

An Unprecedented Crisis

Within weeks, the reality of COVID hit home, and just as dealers had to act fast to figure out how best to reach and serve their customers, PureCars had to act fast to figure out how best to help dealers do just that through this unprecedented crisis.

Doing What We Do Best

So, what did we do? We did what we do best, which is to leverage data to help dealers make the best marketing decisions for their business — marketing decisions that enabled dealers to sell more vehicles at a lower cost per sale and to service new and existing customers at a lower cost per acquisition. The results, for many of our clients, were record sales months, even through state lockdowns. The key was to keep advertising, but use data to reduce and/or reallocate budget in ways that best aligned with dealer sales strategies.

In some ways, this crisis inspired a renewed sense of commitment and focus for PureCars. And from that emerged a transformed Brand. We’ll get to that, but first, a little history.

A Brief History of PureCars

Back up to 2008, PureCars was born out of a recession. The brainchild of Founder and CEO, Jeremy Anspach, PureCars helped dealers sell more cars with Value Intelligence, a digital merchandising toolkit for used and CPO inventory that revolutionized the way Used and CPO inventory was merchandised on dealer websites, resulting in increased conversions on VDPs. The secret sauce was in the data warehouse that powered dynamic inventory features and recon value displayed on VDPs, showcasing in-demand used inventory in a whole new light. Its profitable impact was felt quickly by dealers across the country and the result was rapid growth for PureCars. 

Each new product innovation we’ve brought to dealers since our founding was born of industry necessity and fundamental dealer needs for better ways to attract and convert customers — and do it all at the lowest possible cost. Dealers know that attracting and converting customers is a puzzle that has to be solved every day, sometimes with different solutions than the day before. Reliable and executable data is central to making the best decisions and achieving the best results consistently over time. That’s our power house.

Acquired by Raycom Media in 2015, we had the opportunity to learn more about traditional advertising and connectivity. During that time, we learned. We acquired and grew. We continued to find new ways to help dealers thrive. 

We eventually spun out from Raycom Media and in 2019, we partnered with Diversis Capital & Stage 1 Ventures as Strategic Investors. What this means for us and, ultimately, for our clients, is that we have an incredible amount of investment continuing to fuel our transformation and this is just the beginning. Data is data (everyone claims to have some form of it) but data transformed into proven, understandable and relevant information that can be executed upon is what dealers need to win.

A Transformed Brand

Fast Forward to 2020 and the industry – not to mention the world – has changed dramatically. With Jeremy’s return, and a renewed purpose, mission and vision on the inside, it felt like the right time to reflect those changes on the outside.

On the surface, we have a new logo and some new colors, which we realize we probably care about way more than you do! It’s a new look for us and we want to share it with you. Less for you to think “wow, cool logo!” and more about letting you know that things may look a bit different and even sound a bit different, but we’re still PureCars, still committed to helping dealers do what they do best by doing what we do best.

brand – The PureCars Brand: A Transformation

Yep, it’s different. Less of an evolution, more of a transformation. We feel like we’ve transformed (and are continuing to transform) so much as a company, the logo needed to catch up. 

We’ve also added a little kick to our palette as a counterpoint to all those blues. Don’t get us wrong, we still love blue! But we also like the energy the warm red and yellow bring to the table.

brand – The PureCars Brand: A Transformation

As with most things, bringing this transformed brand to life will take some time, so we’re starting with a few key updates, including our logo (of course), website, platforms, some advertising and more. Rest assured, we’re still PureCars, still innovating and still dedicated to dealer success.

What’s Next?

As we mentioned, this brand transformation extends beyond our logo, it’s a refreshed way of thinking about how we help auto dealers and the industry thrive. Part of this is our commitment to making dealers more profitable, and helping them make better, data-driven marketing decisions .

By providing auto dealers and agencies with better information and smarter ways to apply that information, we will transform the way they make marketing decisions for near and long term profitability.

Over the next few months, you’ll see our refreshed brand platform come to life: on the website, in advertising, and in our digital advertising solutions. We are PureCars, more committed than ever before to transform the way dealers make marketing decisions, with the information they need that doesn’t slow them down, and in ways that clearly impact their bottom line.



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