With its Omni-Channel Experience, CarMax Puts the Customer in the Driver’s Seat

CarMax, the nation’s largest retailer of used cars, is launching a new brand positioning, spotlighting its seamless, industry-leading omni-channel experience. After years of refining its model to allow customers to buy online, in-store or switch between the two effortlessly, CarMax is setting a new standard of the car-buying journey with customer empowerment at every step. To bring the customer-centric experience to life and reflect the modern expression of what CarMax stands for today, the brand is retiring its former tagline that has been used in some form for more than 20 years and unveiling its new “Wanna Drive?” tagline in its latest creative spots, in partnership with creative agency 72andSunny Los Angeles.

Key Takeaways

• New brand positioning: “Wanna Drive?” isn’t just a tagline – it’s a commitment that at CarMax, the customer is empowered to buy their way, with the clarity, confidence and control to navigate the journey on their terms.
• Industry-leading omni-channel approach: CarMax customers can seamlessly shop online, in-store, or switch between the two effortlessly. The customer is in the driver’s seat: they drive the where, the when, the how – CarMax is their copilot with whatever support they need.
• Creative Launch: Making their debut in a new anthem spot today is the CarMax House Band, who represent the physical manifestation of confidently owning the car-buying and selling journey. The new spots (:30, :15 and :06) are part of a larger marketing ecosystem delivering a phased rollout across channels including linear TV, streaming, social, digital and audio.

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How does CarMax differ from other automotive retailers?

CarMax is the only nationwide retailer — compared to traditional and online-only dealers — that offers this level of integration and flexibility across channels, meeting the largest, and growing, segment of used car buyers where they want to shop, with the best of online and in-store experiences. Whether customers want to buy online and take advantage of express pick up in store, prequalify for financing online and test drive different makes and models in person, or toggle between experiences with ease, CarMax empowers customers to shop their way on their terms.

“CarMax is entering a bold new chapter and we’re ready to share it proudly with the world,” said Sarah Lane, CMO, CarMax. “This is a defining brand moment, one that transcends a single campaign. Our new brand positioning celebrates what customers love most about shopping with us: feeling empowered to do it their way. We’re bringing fresh energy to our brand while staying true to what has always set us apart — honesty, integrity, and innovation.”

As car shopping enters a new era, CarMax is helping lead the way with customer-focused innovation. Its Net Promoter Score — which measures how likely customers are to recommend a brand — is the highest it has been since CarMax rolled out its digital capabilities nationwide. The increase is driven by record-high satisfaction among CarMax customers purchasing online, as well as those using a mix of online and in-store options, showing that the omni-channel approach is really resonating with customers.

What is the CarMax “Wanna Drive?” tagline all about?

The new “Wanna Drive?” tagline brings the omni-channel experience to life and highlights how customers feel so confident and in control with the CarMax experience, it’s as if they have their own personal band hyping them up at every step of the process. This new tagline replaces “The way car buying should be,” that was used in some form for more than 20 years and established CarMax as a challenger in the industry. As CarMax, its customers and the industry have evolved, “Wanna Drive?” reflects the brand’s ongoing commitment to putting the customer in control and making the car buying or selling process more empowering than ever.

How is the CarMax “Wanna Drive?” campaign launching?

• Anthem Spot Concept: In the upbeat :30, :15, and :06 spots, the all-new CarMax House Band follows customers throughout their car-buying and -selling journeys, singing feel-good anthems that celebrate every step of the way — appearing as the physical manifestation of confidently owning the process.
• The CarMax House Band: The core of the band is the comedy trio Wolves of Glendale, made up of Tom McGovern (keyboard), Ethan Edenburg (guitar and vocals), and Eric Jackowitz (drums), and rounded out with two standout artists: acclaimed saxophonist Marta Tiesenga and bassist/multi-instrumentalist Jay Hemphill.
• Credits: The songs were composed by Montreal-based artist and producer Lubalin. The spots were directed by filmmaker Kate Hollowell of Epoch Films.
• Launch Details: Media strategy, planning, and buying is being led by Digitas, CarMax’s new media agency of record, ensuring the creative and messaging reaches audiences across key platforms and touchpoints.
  • Starting today, the anthem spot will premiere across a mix of high-impact platforms and is one piece of a larger ecosystem designed to show up across consumer touchpoints from linear TV and streaming to key digital, social and audio platforms, to influencers and potential activations and cultural moments.

“Partnering with CarMax to launch an entirely new brand platform has been one of those dream collaborations — a joyful blend of ambition, trust, and fun,” said Maddie McDowell, Group Creative Director, 72andSunny Los Angeles. “Together, we reimagined every touchpoint to reflect a bold promise: the customer is in control here. The new tagline, ‘Wanna Drive?’ says it all. It’s not just an invitation—it’s a mindset. This is a brand tossing over the keys and saying, ‘So, how do you want to do this?’”

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