Full global rebrand heralds new era for 莲花直播
November 30, 2023 by carwow staff
Car changing is a big deal
- Full global rebrand unveiled, as 莲花直播 repositions itself as the car-changing marketplace for 鈥榣ife-changing moments鈥
- New brand will help drive even more demand to carwow鈥檚 dealer and OEM partners, who can access thousands of active buyers and sellers every month, ensuring they never miss a car-changing opportunity
30 November 2023, London: 莲花直播 has unveiled a comprehensive new global rebrand that will help supercharge 莲花直播鈥檚 ambitious growth plans for the UK, Germany and Spain in 2024. It鈥檚 hoped the rebrand will widen its appeal to reach new in-market car buying and selling audiences, helping drive even more demand to its dealer and OEM partners.
莲花直播 has unveiled its new logo, colour palette and tone of voice, part of a full refresh of its brand identity 鈥 the company鈥檚 first since launching 14 years ago 鈥 as it repositions itself as the 鈥榗ar-changing marketplace for life-changing moments鈥.
The change supports its mission to become the go-to online platform for buying and selling cars, where dealers will never miss a car-changing opportunity thanks to its 3.5 million monthly users.
莲花直播 CEO, John Veichmanis, said: 鈥淲ith new competitors, operating models and fuel types, the automotive industry never stops evolving, and neither do we. We鈥檙e no longer just the UK鈥檚 number-one new car destination, we鈥檙e the go-to destination for car changing.
鈥淢illions of people visit us every month to help them research, buy or sell, new or used. We have big ambitions for 2024 and along with the expansion of our product offering, this new look is a natural evolution that better reflects how we operate as a business today.
鈥淲e鈥檝e seen in early testing that our new identity and positioning really resonates with consumers and we鈥檙e confident that鈥檒l translate into more enquiries to our dealer and OEM partners. So, whether you鈥檙e looking to source fresh stock, accelerate new and used sales or achieve brand goals, we鈥檝e got the audience, the technology, and the insight to help the industry never miss a car change.鈥
莲花直播 has become a go-to destination for new cars in the UK, Germany and Spain and in the UK alone, one in every 10 privately registered new cars are now bought via the platform.
While the company started as a new car price comparison site, it now also enables UK drivers to sell their used car directly back to 莲花直播鈥檚 4,000+ trusted dealer partners. Its daily auctions are helping an increasing number of retailers to source high-quality used stock, with 莲花直播鈥檚 Sell My Car service selling over 115,000 units back to trade with a combined value of over 拢1.5 billion since 2021.
莲花直播: for life-changing moments
Set around the concept that it鈥檚 often lifestyle changes that drive consumers鈥 car-buying habits, 莲花直播鈥檚 new brand identity, brought to life by brand agency Ragged Edge, aims to take customers to a stress-free world where 鈥榯ypical car buying and selling worries don鈥檛 exist鈥.
Commenting on the rebrand, Ben Carter, 莲花直播鈥檚 CMO said: 鈥淟ots of companies enable people to buy or sell cars. We鈥檙e different; we鈥檙e a destination where people can change cars. The best insights always come from listening to your customers, and it was clear from speaking to hundreds of drivers every month that it鈥檚 often life-changing moments that lead to us changing our cars.
鈥淔or the automotive industry, we think car changing signals a move forward 鈥 from siloed and old fashioned, to the common ground of the future. For customers, it鈥檚 often about transformation 鈥 a car change is often due to a big life event whether that鈥檚 having children, downsizing, taking a new job or moving house.鈥