HendrickCars.com National Campaign Launch

Unified Platform Strategy, Brand Identity, and NASCAR Activation

Client Type: Enterprise Automotive Group / National Dealership Network

Industry: Automotive Retail, Digital Commerce, Sports Sponsorship

Project Overview

Hendrick Automotive Group set out to centralize vehicle inventory from over 125 dealerships into one nationwide platform: HendrickCars.com. Brand Identified led the full strategy, branding, digital execution, and national campaign rollout, including a high-visibility NASCAR sponsorship, to position the platform as a trusted, consumer-first destination for car buyers across the U.S.

Scope & Objectives (Strategy & Brand Positioning)

Develop a cohesive brand identity and marketing strategy for HendrickCars.com
Design a seamless customer-facing web experience featuring inventory from 125+ dealerships
Increase national brand awareness through integrated digital and event-driven campaigns
Maximize visibility through NASCAR sponsorship and media integration

Solutions & Approach (Execution, Optimization, and Activation)

Designed and built the HendrickCars.com platform with dynamic search, listings, and UX flows
Developed full brand identity system, logo, messaging, and creative framework
Launched digital campaigns across email, paid media, and promotional channels
Executed a high-profile brand activation using NASCAR team sponsorship — including vehicle livery, event signage, and promotional tie-ins
Coordinated cross-functional collaboration to ensure unified messaging and brand consistency across all touchpoints

Outcomes & Results (Performance & Impact)

Drove a 50% increase in site traffic within the first 6 months post-launch
Generated a 30% lift in dealership sales attributed to leads and conversions through the platform
Expanded national awareness through NASCAR, reaching millions of viewers and enhancing brand recall
Positioned HendrickCars.com as a go-to national inventory solution for car buyers
Elevated Hendrick Automotive Group’s perception as an industry innovator in digital retail and automotive marketing

Increase in site traffic within the first 6 months post-launch

Lift in dealership sales attributed to leads and conversions through the platform

Improved online vehicle search-to-inquiry conversion rate

Increase in HendrickCars.com website traffic within the first 6 months

25 Years of Proven Strategy, Design, and Execution

Brand Identified is built on over two decades of experience leading branding, marketing, and growth initiatives for high-level entrepreneurs, scaling startups, and global Fortune 500 companies. With a background in both strategic execution, creative leadership, and impactful marketing, we’ve helped hundreds of businesses clarify their brand, strengthen their systems, and accelerate their growth. Every client we work with benefits from that experience, from the strategy we implement and the systems we build, to the precision in how it's executed.

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