Benzinga | Dec 8, 2020 04:17PM EST

America's Car-Mart Highlights Rebranding

America's Car-Mart, one of the largest publicly-held automotive retailers in the "Integrated Auto Sales and Finance" segment, announced today its new visual identity and tagline that reaffirms the company's unwavering commitment to its customers and communities. The rebrand represents a significant step in the company's evolution as a prominent leader in the used car market.

"We believe our purpose is to serve hard-working Americans by providing them with quality, used vehicles," said Jeff Williams, President and Chief Executive Officer. "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."

Car-Mart's new tagline, 'Keeping You on the Road', is an all-encompassing definition of what Car-Mart delivers to its customers. 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.

The new logo, while staying with its red, white and blue color scheme, depicts a graphic of the open road, a uniquely American symbol, which conveys freedom and possibilities that come with owning a vehicle. 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. A vehicle is about getting people to work, taking children to school and the ability to visit new places," Mr. Williams said. "In short, 'Keeping You on the Road' represents freedom to us and it's what we offer our customers."