coches.net
coches.net, the leading marketplace with the largest offer of cars, decided to evolve its model and add new services adapted to the current needs of society.
Challenge
To reposition Coches.net based on a new model that evolves it from buying and selling to renting, financing, and pay-per-use. An opportunity to grow and find a new space in which to connect with what people need.
Solution
After an exhaustive analysis of the brand, its competition, architecture, and social and cultural context, we created a positioning territory that connects technology with the new needs of users. users. “Discover your way” talks about all the decisions we have to make in our lives and how Coches.net helps you discover the best one.
A strategy based on new mobility, less restrictions, and more conscious, adapted to the specific vital needs of each person.
If freedom used to be having a vehicle, now it’s choosing how and when you move around. “Your next move” is the value proposition that builds on this universe of meanings. Our lives are moving forward and so are our mobility needs. At Coches.net you can buy, sell, use, discover, or finance everything you need.
We stopped talking about the motor industry to become the leading mobility marketplace, an expert that guides you to make the best decisions. A proposal adapted to users but also to B2B professionals.
The evolution of the business model also implied evolving the perception of the brand towards the digital field. That’s why we decided to give new meaning to ‘.net’, using it to transmit our knowledge of networks and our connection to the largest group of marketplaces in Spain, Adevinta Spain.
coches.net has gone from being a motor marketplace to a whole mobility experience adapted to people’s reality and focused on the future.
The redesign of coches.net relies on the figure of the circle to develop and structure the entire visual identity, just as the dot grabs your attention and guides the eye to the logo itself. All in all, a recognisable system that cohesively reinforces the idea of ‘Your next move’ across all brand communications.
