Rebranding the experience of buying a car

Donnelly Automotive Group

Donnelly Automotive Group is a prominent dealership group that sought to revolutionize the car-buying experience by introducing a simplified, transparent pricing strategy. The aim was to remove the stress of negotiation for customers and position the Donnelly Group as a leader in customer-centric, hassle-free car buying. The new pricing model, which offers a single dynamic price for all cars, required comprehensive branding and messaging across multiple channels to ensure a smooth transition and market impact.

The Challenge

Donnelly Automotive Group was one of the first in the region to adopt this simplified pricing strategy. The challenge was to:

  • Brand Messaging and Positioning: Clearly communicate the benefits of the new model, emphasizing fairness, transparency, and a hassle-free experience. The goal was to distinguish Donnelly ONE from competitors who still used traditional pricing and haggling methods.
  • Visual Identity and Design System: Develop a cohesive visual identity that aligned with the new pricing model while maintaining the dealership’s established brand reputation.
  • Digital Marketing and Advertising Strategy: Implement a comprehensive digital marketing campaign, including social media, email marketing, and search engine optimization, to educate and attract new customers.
  • Integrated Multi-channel Messaging: Ensure consistency in messaging across all platforms, including print, web, social media, radio, and in-person experiences at the dealership.

The Outcome

The launch of the Donnelly ONE pricing model was a major success, helping the dealership attract a new wave of customers who valued the simplified, transparent car-buying process. Key outcomes included:

  • Increased Brand Differentiation: Donnelly ONE was able to stand out in a crowded market by offering something no other dealership in the area did: one dynamic, non-negotiable price for all vehicles.
  • Consistent Brand Presence: The cohesive visual identity and messaging ensured that customers received the same message across every channel, from digital ads to in-store experiences.
  • Higher Customer Satisfaction: Customer feedback was overwhelmingly positive, with many praising the straightforward pricing model and stress-free experience. This contributed to a significant boost in customer retention and referrals.
  • Boosted Digital Engagement: The digital marketing strategy led to increased traffic to the Donnelly ONE website, higher engagement on social media platforms, and more inquiries generated through search engine marketing.