Ahead of its much-anticipated public listing, Cars24 has decided it’s not just polishing its balance sheet — it’s also polishing its personality. The Gurugram-based auto-tech platform has unveiled a refreshed brand identity that signals a shift from a fast-talking disruptor to what it calls a more mature, human and trust-focused car ownership ecosystem.
Founded in 2015, Cars24 entered India’s used-car market when buying or selling a pre-owned vehicle often felt like a mix of guesswork, negotiation sport and mild emotional trauma. Back then, boldness was the strategy and the all-caps “CARS24” identity was designed to shout loudly enough to be heard over roadside banners and dealership hoardings. By the company’s own admission — the shouting worked.
From Loud Entry to Calm Confidence
With scale, repeat customers and broader services now under its hood, the company says its relationship with users has evolved from one-time transactions to long-term engagement across life stages — city moves, family upgrades and garage reshuffles included.
Explaining the shift, Founder & CEO Vikram Chopra said the earlier brand voice matched a phase where speed and visibility were essential, but the company’s current role demands steadiness and trust. In brand terms, that translates to moving from “CARS24” to “Cars24” — same name, softer tone, fewer capital letters, lower blood pressure.
In simpler terms: the brand has discovered indoor voice mode.
A Circle That Never Quite Ends (On Purpose)
At the heart of the redesign is a new open circular logo. Unlike a closed loop that signals completion, the open circle is meant to represent continuity — reflecting how car ownership keeps evolving as vehicles change hands and customer needs shift over time. It’s a visual nod to the lifecycle of cars, minus the oil stains.
The company says the symbol stands for movement, flexibility and ongoing value rather than a fixed finish line — appropriate for a platform where the same car can have multiple proud owners and at least one emotional farewell photo.
Blue, But With More Caffeine
Cars24 has also updated its signature color palette, replacing its earlier shade with what it calls a “younger blue” — brighter, clearer and more energetic. The intent is to feel more present and more human, without drifting into the territory of “startup neon.”
According to the company, the color refresh reflects a belief that credibility doesn’t have to look distant and scale doesn’t have to feel cold — a subtle reminder that algorithms can coexist with empathy, and paperwork can sometimes come with a smile.
1,200 Hours Later, a New Face for the Next Phase
The rebrand reportedly took over 1,200 hours of design and iteration, with a focus on simplicity, adaptability and long-term relevance as the business expands its services around buying, selling and owning cars.
The new identity also reinforces the company’s long-term vision — “Better Drives, Better Lives” — aimed at building a full-stack car ownership ecosystem rather than just a transaction platform.
With IPO plans ahead and a calmer visual voice in place, Cars24 appears ready to tell the market: same engine, smoother idle.
