Online marketplace Carwow relaunches brand as the car-changing marketplace for life-changing moments

Set around the insight that it’s often lifestyle changes that drive consumers’ car-buying habits, the new brand will include a fresh logo, marque, colour palette and tone of voice – the company’s first change since launching 14 years ago.

Carwow estimates that one in every two people in its markets of UK, Germany and Spain, own a car, while 20 million individuals there change cars annually. The rebrand aims to strengthen Carwow’s position as the go-to destination for people looking to change their car.

Ben Carter, Carwow’s Chief Customer and Marketing Officer said: “With Carwow, customers can sell their old car and find their next one, all in one place. Fundamentally we want to make car changing a simple and enjoyable experience for everyone. Our research has shown us that changing cars can be a stressful process for consumers, but it’s something that’s often linked to life-changing moments – such as having children, downsizing, taking a new job or moving house. We want to celebrate this with our new brand positioning and new look, as we try to take away any stress with our award-winning, car-changing product and services.

We have already connected millions of customers to our dealer and car manufacturer partners to help them change their car – and our rebrand marks the next chapter for the business as we become the online car-changing destination.”

Research from the company found that for nearly one in two people, find buying or selling a car is a stressful process*. This is in part down to the fact there are more than 40 brands, 7,500 models and a multitude of fuel options and specifications consumers have to choose from. With the influx of electric vehicle (EV) brands, and Chinese brands making their mark in the UK, the range of options will continue to evolve and Carwow’s new identity aims to take customers to a place where the ‘typical’ car buyer or seller worries are non-existent and where choice feels satisfying, not overwhelming.

Carter added: “We bring together everything that drivers need; an easy way to buy a new or used car, a platform to sell their old car, and all the advice and inspiration from our impartial world-class reviews and editorial content. We’re excited to have a brand identity that reflects our vision for what buying and selling a car should truly feel like.”

Max Ottignon, Ragged Edge’s Co-Founder, said: “Big life changes often call for car changes. But these WOW moments are tainted by the painful process of changing your car. We created an identity for Carwow that brings the emotional side of car-changing to the fore with a bold and distinctive brand.
One that’s filled with momentous moments – from the logo, through the digital product and embedded within the content platform. In a category where competitors appear more recessive, the Carwow brand now delivers on the wow.”

Carwow has built worldwide fame for its no-nonsense but friendly style on its YouTube channel, headed by presenter Mat Watson, with 8.7million subscribers. This brand personality is reflected across Carwow’s new user experience, though it has retained its distinctive blue colour scheme.

* Carwow research found that nearly half (47%) of all motorists found selling a car stressful, while two in five (41%) feel the same about buying a car. Censuswide study commissioned by Carwow survey of 3,035 UK car owners between the age of 17-75 between 20.07.2023 – 21.08.2023