FORT LAUDERDALE, Fla., July 13 /PRNewswire/ -- AutoNation, Inc. (NYSE: AN)
today launches a two-part branding initiative that will more closely link its
AutoNation.com national e-brand with strong regional market brands in each of
its 10 retail districts, comprising more than 400 franchised automotive
dealerships. The plan calls for converting the multiple dealership names that
AutoNation uses in its districts into powerful market brands in each district.
Tying these elements together is a new graphic identity for the AutoNation
brand: the "Wayfinder" logo.
(Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20000713/FLTH002)
The branding initiative kicks off today in South Florida (Miami-Dade,
Broward and Palm Beach counties), where 30 of the Company's dealerships will
adopt the Maroone name, forming the largest branded automotive retail group in
the country. Other districts will adopt the market brand strategy later this
year and into next.
"This branding initiative, supported by an innovative advertising
campaign, leverages AutoNation's scale, both on and off the Internet," says
AutoNation Chief Executive Officer Michael J. Jackson. Mr. Jackson adds, "The
strategy moves AutoNation from a fractured brand identity comprising dozens of
different market brands, to a single Internet brand that blends seamlessly
with a handful of strong market brands. This initiative, which is fully
embraced by our key manufacturer partners, will help AutoNation establish its
brand identity much more quickly than would otherwise have been possible."
The branding effort is supported by a new advertising campaign, developed
by Zimmerman & Partners, Fort Lauderdale, that uses offbeat humor to highlight
for consumers the fact that AutoNation is the place to buy a car. The
advertising employs creative concepts that will ultimately be used in all of
the Company's retail districts. The campaign breaks initially in South
Florida, where the annual market budget of $35 million will now be invested to
grow the single Maroone brand, rather than a collection of separate retail
brands. The advertising message supports both AutoNation's national e-brand
(AutoNation.com), as well as its market brands.
In "Car Wash," one of seven commercials scheduled to air, a cocky young
man becomes a helpless onlooker as his beloved sports car meets a tragic end
in an encounter with a car wash robot. In another, called "Get Closer," a
father and son pair head to the Monster Truck rally where Dad's attempt to
find the best parking spot puts the pair a little too close to the action.
A common thread in the commercials, as well as in the Company's print
advertising and all in-store materials, is AutoNation's new logo, called the
"Wayfinder." The Wayfinder, developed by Interbrand, a New York-based brand
identity consultant, is a stylized white arrowhead within a yellow circle. The
Wayfinder evokes a computer cursor key and suggests that AutoNation can help
"guide" customers in their automotive shopping experience. The Wayfinder
symbol, including its yellow and black color scheme, replaces the existing
AutoNation logo, which is modeled after the green signs typically found on
interstate highways.
Commenting on the branding strategy, AutoNation's President and Chief
Operating Officer, Michael E. Maroone, said, "I'm very proud and humbled to
have my family name placed on AutoNation's dealerships in South Florida. Under
the Maroone name, we'll be carrying on the great reputations of all the
dealerships that now comprise the Maroone network in South Florida.
AutoNation's strategy of strong market brands and a national e-brand responds
to consumer demand for greater selection and great prices, on and off the
Internet."
AutoNation dealerships changing their names in South Florida include:
| Previous Name |
Current Location New Name |
| Abraham Chevrolet |
Miami Maroone Chevrolet |
| AutoNation Nissan |
Perrine Maroone Nissan |
| Central Hyundai/Kia |
Miami Maroone Hyundai, Maroone Kia |
| Fort Lauderdale Nissan |
Fort Lauderdale Maroone Nissan |
| Hollywood Honda |
Hollywood Maroone Honda |
| L.P. Evans Nissan |
Miami Maroone Nissan |
| Miami Honda |
Miami Maroone Honda |
| Mullinax Ford |
Margate Maroone Ford |
| Phil Smith Toyota |
Fort Lauderdale Maroone Toyota |
| Steve Moore Chevrolet |
Greenacres Maroone Chevrolet |
| Sunshine Ford |
Miami Maroone Ford |
| Wallace Dodge |
Delray Beach Maroone Dodge |
| Wallace Ford |
Delray Beach Maroone Ford |
| Wallace Lincoln-Mercury |
Lake Park Maroone Lincoln-Mercury |
| Wallace Nissan |
Delray Beach Maroone Nissan |
The other nine dealerships already bearing the Maroone brand name are
Maroone Chevrolet, Maroone Nissan, Maroone Oldsmobile/Isuzu, Maroone Chevrolet
of West Dade, Maroone Dodge of Miami, Maroone Dodge of Pompano, Maroone Ford
of Fort Lauderdale, Maroone Chevrolet of Fort Lauderdale and Maroone Chrysler-
Jeep.
AutoNation, Inc., headquartered in Fort Lauderdale, Florida, is America's
largest automotive retailer, on and off the web. The company was ranked #63 on
the Fortune 500 in the year 2000. More information is available at
www.autonation.com.
SOURCE AutoNation, Inc.
CONTACT: Jim Donahue, AutoNation, Inc., 954-769-7208, or
[email protected]/