DriveTime

The Genius Way to Buy a Car

DriveTime had previously positioned themselves as the used car dealership for those with subprime credit. They approved literally everyone. But it was time to elevate their brand and pivot their messaging to focus on their smart, proprietary online financing tools. So instead of competing with other dealerships on who could offer the best prices or lowest rates, we wanted to get loud by shifting focus away from “cheapest” to “smartest.”