AutoTrader.com, an online automotive sales pioneer, is rebranding itself as Autotrader to better reach consumers on mobile, reflecting the increasing use of smartphones and tablets in car-buying research.

The rebranding campaign also includes the unveiling of a new logo designed to have more impact on smaller-screen mobile phones and tablets. The move underscores how automotive retailers have turned to mobile as an ally in enhancing consumer convenience during the typically lengthy process of car-shopping that sets it apart from other retail verticals.

?Our new brand positioning is about an experience ? less about the platform,? said John Kovac, senior vice president of marketing for Cox Automotive, parent of Autotrader, Atlanta, GA. ?We are looking at how consumers engage with Autotrader more holistically. 

?The drop of the .com reinforces that,? he said. ?Our experience transcends the desktop and translates perfectly across devices.?

 

The Lippincott-co-developed rebranding, which includes a new logo, reinforces the transformation in car retailing, Jared Rowe, Autotrader?s president, was quoted in a release.

The logo shows a road ahead, an arrow pointing forward and a subtle "AT." 

The design, borrowed from vehicle badges, ?intentionally translates well to mobile, Web and print applications to reflect the growth of multi-device usage in car shopping,? the release said. 

Autotrader's corporate color remains orange to reflect optimism in the car buying process, it said.

The merging of ?auto? and ?trader? into one name with a lower-case "t" for "trader" reinforces common usage and recognition of the name.

Autotrader said that since its inception in 1997, it has evolved from an online auto marketplace into a digital solutions company offering a suite of tools that make car buying and selling easier for consumers, dealers and manufacturers.

To promote the new logo, Autotrader and Team Penske will join forces in a new paint scheme for Joey Logano's No. 22 Ford Fusion at the Ford City 500 in Bristol, TN on April 19. 

The revamped logo also will be featured in an advertising campaign starring characters from the ?Dukes of Hazzard" TV show.

The new logo follows Autotrader?s launch of other products and services. Last year, the site added dealership reviews, streamlined the search experience, and made a number of updates to its mobile tools. 

Autotrader also began offering an alerts feature that notified shoppers via text or email when there are updates to their saved vehicle listings or searches.

Autotrader?s move comes as dealerships accelerate plans to use mobile to cater to car buyers, moving into a new stage with mobile applications and Web sites that once mainly offered tips and reviews but now increasingly hook up potential buyers with dealers.

In July, AutoNation, the largest United States retailer of new cars, trucks and SUVs, said it planned to spend $100 million over two years to create a mobile application that would allow customers to buy a car mostly online. The app aimed to make the car-buying experience much more like buying an item on Amazon.com.

A dealer-branded app can build vehicle and dealer loyalty mainly through providing a way for a dealer to stay connected with owners post-sale. An app can provide vehicle owners with general information about vehicle operations, maintenance and warranty details and be used to schedule service appointments and evaluate trade-in value. 

Consumers? use of dealership apps is growing along with the overall surge in mobile commerce. Edmunds saw the number of visits to its mobile Web site and applications in 2014 skyrocket 50 percent from a year earlier.

It expects the boom to continue as consumers turn to mobile to peruse reviews, connect with dealers and validate purchase decisions.

Mobile?s reach with young consumers who favor video as a research resource, is particularly important.

Last week, an Autotrader executive at the sixth annual Mobile Marketing Day conference revealed that the automotive site is piloting beacons at various dealerships to engage with car buyers.

During the session, ?Reinventing Consumer Experience: Lessons While Transforming an $18 Automotive Shopping Brand,? the executive said that although the beacon program is in the introduction phase, Autotrader believes it ultimately will prove successful in reaching consumers.

The technology can collect information that is useful to the Web site as well as dealers and OEMs.

?Autotrader?s new logo was designed specifically with mobile in mind,? Mr. Kovac said. ?The badge icon is a symbol that can stand alone, giving us the simplicity and versatility that mobile demands.?