Cars24 unveils refreshed brand identity as it pivots to long-term car ownership ecosystem

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TL;DR

Cars24 has unveiled a refreshed brand identity to reflect its evolution from a fast-scaling used-car marketplace to a comprehensive car ownership ecosystem. The new branding, including a redesigned logo and softer name treatment, signals a long-term trust-driven relationship with customers across buying, selling and ownership services like financing and insurance.

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Cars24, the Indian online used-car marketplace, has revealed a refreshed brand identity as part of its strategic shift toward becoming a long-term car ownership ecosystem rather than just a transaction-focused platform.

Founded in 2015, Cars24 disrupted a fragmented and opaque used-car market with its bold identity and tech-driven approach. Over time, as customer interactions expanded beyond buying and selling to include financing, insurance and broader ownership needs, the company said its branding needed to evolve to reflect deeper customer relationships.  

Vikram Chopra, Founder and CEO of Cars24: “The refresh reflects the company’s evolution and its focus on building long-term trust with customers rather than relying on aggressive brand signalling.”

In the rebrand, the company has changed how it presents its name — switching from “CARS24” to “Cars24” — to communicate a softer, more human brand tone. An open circular logo now symbolizes continuity and evolving ownership cycles, while an updated colour palette aims to enhance brand clarity and accessibility.  

According to Cars24, the new identity was developed through more than 1,200 hours of design and iteration, focusing on simplicity, adaptability and longevity. The move aligns with the company’s long-term vision of supporting customers across every stage of the car journey — from buying, selling and financing to insurance and scrappage services.