Naomi Walkland transitioned to Motorway.com after leading marketing for Bumble, surprising many given her dating background. Her motivation stems from recognizing the potential to transform the under-disrupted £100bn used car market, projected to grow to £180bn by 2027. Tasked with revitalizing the brand identity and communications strategy, she focused on emphasizing the seamless experience customers had with Motorway.com. In a competitive landscape dominated by Autotrader and We Buy Any Car, she aimed to define the brand's core values and improve visibility amid saturation.
I get asked, personally and professionally, 'You've gone from dating to cars, like, what!?' But there are a number of things that really drew me.
The used car market is about £100bn and it's predicted to grow to £180bn by 2027. There's just so much growth.
Walkland was given a carte blanche by the founders to refresh the brand identity and communications strategy.
With the market being so, so saturated, it was a good moment to be really laser sharp on who we are and what we stand for.
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