PAG Direct: Revolutionizing Automotive Sales in Ontario (Summer 2020)
PAG Direct was envisioned as a groundbreaking one-stop solution for direct-to-consumer automotive sales and service in Ontario, designed to bring variety, convenience, and innovation to the Canadian market. As a direct rival to Carvana, but tailored specifically for Canadian consumers, PAG Direct introduced a fresh concept that combined online services with local sales and support, creating a seamless and modern car-buying experience.
The project focused on injecting pop, energy, and a distinct brand personality into the automotive industry. From the outset, the goal was to establish a strong brand identity through a national branding campaign, strategic media buys, and a robust online platform. This included:
Dealership-Level Branding: Collaborating with manufacturing brands to create a cohesive and recognizable presence.
Digital Innovation: Designing the UX/UI for digital kiosks and an intuitive online purchasing platform.
Brand Persona: Developing a unique mascot/persona to humanize the brand and connect with consumers.
Logistics Vision: Exploring the potential manufacturing of custom delivery vehicles to enhance the customer experience.
PAG Direct was more than just a platform—it was a movement to redefine how Canadians buy and service their vehicles, blending cutting-edge technology with local expertise.
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