Rebranding is often an excellent way to increase business. In a competitive market, ideas can grow stale very fast and rebranding is a way to keep ahead of this and further promote a brand. Carmony.co.uk are one of the leading approved used car websites in the UK, operating under Manheim Europe. Being an online brand, they have a particular way of doing business. This is to arrange the best possible deal for their target market by minimising internal costs.
There are several interesting features of the new Carmony rebrand. What Carmony do is allow an internet user to find the best deal for what they are looking for. By employing a search feature, it allows an individual to express their preferences and narrow their search. What is particularly notable about the rebrand is a shift towards, what may be construed as, ‘upmarket’ sales. The premium used car market is evidently more lucrative, and attracts a different sort of consumer. Carmony will be focusing on ‘used premium cars’ above the value of £25,000. This will result in the website becoming the initial go-to point for cars available that fall into this category, which includes car-makers such as Audi and Lexus. Intriguingly, this is an aspect of the used car market that has not been exploited to any great degree yet, meaning that doing so is a shrewd business move. This is what is known as being a ‘first mover’ and will place Carmony in a unique position to dominate the market in the future.
Many companies in this industry are localised or regional and Carmony will be utilising their online presence to create a national hub for those interested in premium used cars. Cars sold through Carmony are of course ‘dealer approved’.
The used car portal market in the online sphere has been largely saturated by a profusion of websites all offering the same service, such as Auto Trader and even Gumtree. This being the case, the move to provide a more bespoke service could pay off very well.