AutoNation Launches New Associate-Focused Marketing Campaign

AutoNation highlighted this week that the dealer group’s new marketing campaign is designed to amplify the company’s commitment to providing an “unmatched” customer experience and a “world-class” work environment.

AutoNation’s new national advertising campaign celebrates its associates from coast to coast with the theme “Go Be Great!”

As the next evolutionary phase of AutoNation’s customer-facing advertising campaign, “What Drives You, Drives Us,” the group said the new “Go Be Great” message puts customer experience at the heart of the approach. of AutoNation in automotive sales and service.

AutoNation’s multi-million dollar omnichannel media campaign was developed in partnership with the group’s marketing team, I Think Studios and Zimmerman Advertising.

The campaign features AutoNation dealership associates from coast to coast and will run across all media channels including television, radio, print, online and social media. TV ads will begin airing on ESPN, CNBC and NBC ahead of the Indianapolis 500 on Sunday, when AutoNation’s four-time Indy 500 champion Helio Castroneves will “drive for five,” aiming to be the first five-time Indianapolis 500 winner in the history of this race.

“AutoNation’s ‘Go Be Great’ ad campaign typifies the collective drive, ambition and determination of our associates to be the best every day, paving the way for customer excellence,” said Marc Cannon, vice-president Executive Chairman and Director of Customer Experience of AutoNation. A press release.

To coincide with the launch of the new ad campaign, AutoNation also said it would focus on recruitment and retention in each of its markets.

From retail sales and service technicians to corporate positions, AutoNation said it offers comprehensive benefits, extensive on-the-job training and career growth opportunities, inspiring employees to “Go Be Great.” .

“Our associates are our greatest asset, and we are currently in the process of hiring more talented people at all levels and skill sets who are driven and inspired to excel in all that we stand for here at AutoNation,” said cannon.

AutoNation pointed out that it has been recognized by many industry authorities.

In fact, JD Power has awarded 129 of AutoNation stores the coveted Dealer of Excellence award, recognizing the best dealerships in customer experience.

Additionally, Reputation reported that AutoNation received more than half a million five-star reviews, the most of any public or private auto dealership group. Through AutoNation’s DRV PNK initiative, the company is moving towards donating $35 million to fight cancer.

AutoNation also created ONE AutoNation to ensure associates feel at home in an inclusive workplace, where differences are accepted and opportunities for learning, growth and leadership are abundant.

To learn more about careers at AutoNation, visit

William L. Hart