Zenith, the UK’s leading auto leasing and fleet management business, recognised that car buying was taking a new direction. Buyers were becoming less concerned with ownership and 70% of new sales were backed by lease agreements. The next generation of drivers were also increasingly willing to commit to high ticket items, such as a new car, online. Zenith saw an opportunity to let consumers choose their next set of wheels on a user-friendly web-based platform, and to complete the deal with a personal contract hire (PCH) lease. To support their challenge to the market, they needed a new brand. And they needed it fast.
Getting a new car should be one of life’s pleasures. But for many consumers, the whole dealership experience had turned the process sour. It was time for a handbrake turn. ZenAuto, the B2C brand we created for Zenith, allows car buyers to choose exactly the car they want, in the way they want, without all the hard sell. It’s driving, done a different way.
The brand identity was inspired by this dramatic change in direction, while the name suggests a more personalised, stress-free approach to car buying.