Question

Topic: Taglines/Names

Used Car Dealer New Location Needs New Name

Posted by Anonymous on 9/12/2013 at 11:42 AM ET 250 Points
We are locating in a mixed demographic. High traffic area we a going to have over 100 units at this location varying from $5000-$25000 for prime and sub-prime buyers. Wanting a name to capture both audiences without one or the other scaring each other off.
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  • Posted on 9/12/2013 at 1:06 PM Accepted
    It sounds like you're trying to deliver two different benefits to two different audiences using the same name. That means the name is not going to be optimal for one or both audiences.

    In cases like that, you probably don't want a benefit-oriented name. Perhaps use the name of the city, town or neighborhood, or the name of a familiar landmark, river or local hero. Examples: East Side Auto, Lexington Motors, Jordan Square Used Cars, etc.
  • Posted by Moriarty on 9/12/2013 at 2:26 PM Accepted
    Mr Goodman's right as usual. However there are other approaches - one of which is the service you can offer both these groups. This has nothing to do with cars as such, so won't affect either group!

    I presume you've been in the business before - even if you haven't, you'll have references for your work that point to this. For example, I was an interior decorator and I use my references for the attention I gave my clients and the quality of my work to back up my marketing activities. I'm sure you could do the same.

    For example you could offer "guaranteed to 15,000 miles" (take your pick mileage wise). This could lead to the name "15000 Car dealers" or "15k cars" Can you see where I'm headed here? Since this is a high traffic area, it means that people will be passing - some of them new. In any case your name'll need to stand out clearly and be legible in a matter of seconds. Any longer and they'll be gone ... ;-)

    You could also be "100 cars" (advertising that you never have fewer than 100 cars on offer) and that none of them ever have more than 100k on the clock. (You can always have one or two around the back ... but always outside of your 100 count ... !!)

    Is this helping you any? Is there anything you could add to this by way of enlightenment for us?
  • Posted on 9/12/2013 at 2:40 PM Author
    Yes and I appreciate both of your answers. Currently there are several small independent stores in our town, there isn't a Supercenter so to speak. That is what I'm shooting for. Like a new car store but for the preowned market. My ideas were. Shreveport Autoplex, Arklatex Pre-owned Supercenter,
    Giant Pre-owned Superstore
  • Posted by Moriarty on 9/12/2013 at 2:59 PM Member
    Thanks for getting back to us! How about ...

    100 Max
    Century Supermart

    Now how can you include market and car ... how about ...

    100 Automart
    Schreveport Automart

    How about "affordable" rather than "pre-owned"? That should include your $25 000 bracket too - or would it put them off?



  • Posted by Moriarty on 9/12/2013 at 2:59 PM Member
    100 Automax ??
  • Posted on 9/12/2013 at 3:20 PM Author
    Im not really wanting to play off the 100 so much at different times of the year we will have more or less give or take.. Im wanting to say that we are big, have lots to choose from and are for everybody.
  • Posted by Jay Hamilton-Roth on 9/12/2013 at 3:32 PM Accepted
    What was your old name? Why change it? Was it too tied to a different geographical location or had a poor image?
  • Posted on 9/12/2013 at 3:36 PM Author
    We have 3 locations all doing very well. Our name currently is Elite Auto

    Someone suggested changing it for location due to the location. They said sounded to generic
  • Posted by Moriarty on 9/12/2013 at 3:51 PM Member
    AutoChoice
    MotorChoice
    Choice Cars
    Elite Autos Choice [to distinguish this]

    Don't worry too much what people say - worry about what they do. You can do a very swift online test - just do a one-hour Adwords campaign. Put your favorite names - and one you don't like just in case - and put them as Adwords headlines. See which gets the most clicks. The one that does is the one your audience likes most. You can do a lot of refinements to this, but one hour shouldn't break the bank, and it'll give you an answer.
  • Posted by Jay Hamilton-Roth on 9/12/2013 at 4:14 PM Member
    If your existing locations are doing well, then why change your name? It may be a generic name. It may not be tied to your location(s). But you have name recognition, which is something you'll have to work hard to regain. If you have a new location, then perhaps simply focus on getting the word out that "we're now here!"
  • Posted on 9/12/2013 at 4:41 PM Author
    Because this location is bigger more cars what do you think about

    Elite Autoplex or
    Elite Automax
  • Posted by Moriarty on 9/12/2013 at 4:58 PM Member
    I like them both; they tie in with your existing name - so try them on your public.

    Plex sounds more complex - Doh! That's hard to work out. To me 'max' is better. It suggests more. But I'm not buying ... wrong side of the Atlantic from you! Advertising is to get buyers, not tire kickers ;-)

  • Posted on 9/12/2013 at 5:00 PM Author
    Lol...yeah this sign we are putting up is huge so I want it to be right....
  • Posted by DougM on 9/13/2013 at 12:59 AM Accepted
    CARSMART
    Play on words with Car Smart or Cars Mart

    Exceeding Expectations One Client at a Time!
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