CarGurus UK
Empowering UK Drivers
What we did
The Challenge
The UK used car market is on track to hit £188 billion by 2027. But with growth comes saturation. This fiercely competitive and fragmented space is dominated by digital platforms where convenience and speed are often prioritised at the cost of long-term value and brand loyalty.
To win, brands need a distinctive, credible proposition – one that resonates with both consumers and dealers, and that’s brought to life through a seamless, intuitive online experience.
CarGurus – the most trusted automotive marketplace in the US – came to us with a clear ambition: to define a bold, distinctive brand positioning for their UK business. One that would cut through the noise of a crowded market and connect meaningfully with both car buyers and dealers.
The Leap
Power to the people.
For most motorists, buying or selling a car still feels like a rigged game – one where trust has long since left the forecourt. This was reinforced in a recent WHICH report, which stated that “A lack of transparency in the car trade is leaving UK consumers in the dark when it comes to value and satisfaction”.
- 75% don’t believe they’re getting the best deal
- 89% don’t fully understand the small print of their car finance agreement
- 66% feel dissatisfied after completing their car purchase.
This insight became our springboard. CarGurus aren’t here to soothe consumer’s frustations, they’re here to solve them. Our goal was to help CarGurus UK bring the brands global mission to life: “Giving people the power to reach their destination.”
In the UK, that meant rebalancing the experience – restoring trust, equipping people with real knowledge, and empowering drivers to make smarter, more confident decisions. Ultimately, it was about shifting the power back where it belongs: into the hands of the people.
The Work
Yes, you can.
We developed a new UK brand architecture that united CarGurus’ global mission with a locally relevant brand promise, renewed values, and a balance of emotional and functional benefits.
This framework gave the UK team a clear, ownable space – while remaining close enough to the US positioning to maintain global consistency.
We brought this to life both visually and verbally through a new UK creative platform and advertising campaign.
Aligned to the Global brand proposition ‘Get it with Gurus’, we dialled up the emotional resonance behind our new UK campaign. At the heart of it was a bold, affirming message: ‘Yes, you can.’ A phrase that captures the British spirit of perseverance, optimism, and steadfast determination.
Results
In early 2025, the CarGurus UK team launched the new creative on META, pitting it against their existing creative in a test that measured both awareness and consideration metrics.
With the same media investment, the new UK campaign outperformed the old across the board. The results resoundingly highlight the power of relevant messaging and fresh creative in driving meaningful commercial outcomes.
0%
Leads increased
0%
Cost per lead (CPL) dropped
0%
Cost per click (CPC) decreased
0%
Click-through rate (CTR) surged
HiPP Organic
Building a little big world
Bailey of Bristol
Building The Nation’s Favourite