KAR Global, a leading provider of used vehicle remarketing services, has announced its rebrand to OPENLANE. The rebrand reflects the company’s transformation into a more asset-light digital marketplace and signals a commitment to a customer-first approach. The consolidation of platforms, offerings, and operations under the OPENLANE brand will help accelerate innovation and simplify the customer experience. The corporate name will officially change to OPENLANE on May 15, 2023.
Our vision is to build the world’s greatest digital marketplace for used vehicles, and we are advancing that vision by bringing together all of our sellers, buyers and vehicles under OPENLANE. Over the past decade, we’ve built and acquired some of the leading digital platforms in our industry. Combining the best features and functionality from this technology and unifying our supporting operations will help us create the fastest, easiest and most active digital marketplace available.
Peter Kelly, CEO of OPENLANE
In 2011, KAR acquired OPENLANE, Inc., a leading Internet-based business-to-business automotive remarketing company, from which the new name was derived.
Accompanying the rebrand is the new domain name, OPENLANE.com. Possessing an exact match .com domain name imparts a sense of professionalism and credibility to clients and business associates, and assists the brand in distinguishing itself from online competitors while establishing trust and authority. This is particularly crucial for a company that has experienced growth to solidify its position in the market.
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