I find it interesting to see how brands have adapted (or haven’t adapted) their marketing messages during this pandemic we are currently living through. It’s easy for chain restaurants – “We’ll deliver to your door!” But what about car dealerships? One car company that literally built its business model around a 100% online car buying experience might come out on top.
Carvana is an online used car retailer and tech business that sells used cars online and eliminates the need for customers to go to a physical location to purchase a used car. They have adapted their marketing message from saying “The New Way To Buy A Car” to “The Safer Way To Buy A Car.” I think this was a great adaptation, and it totally makes sense. Let’s face it, many people might not need to buy a car right now, but if they do, ordering one online and having a touch-less delivery is the way to go. Additionally, Carvana is currently offering no payments for up to 90 days.
Carvana aired this well-crafted TV commercial and added a pop-up to its website to spread the news. It posted several organic posts on social media with the hashtag #TheSaferWayToBuyACar. What other brands do you think are updating their messaging in an effective way?