City Auto Group
Over the course of two years I helped build out the brand for a Midwest dealer group, overseeing its growth from a few dealerships in the Chicago area to five rooftops across three states.
Taglines
A dealer group looking to differentiate itself by the way it prioritizes people – both its customers and employees – needed a tagline that would stand out in an industry well known for less-than-trustworthy salespeople.
Tagline #1:
Our People = Our Process
Tagline #2:
Our dealerships aren't just in the community – they're a part of it.
Website Copy
Taking the focus on people even further, the group’s website needed to describe who exactly City Auto Group was, and what better way to do that than to learn the stories of the people who work there. I interviewed and summarized the professional experience of the leadership team into digestible bios. See an example below.
Javier Degante
Fixed Operations Director
Javier Degante oversees the Service Departments across all City Auto Group dealerships. Javier started out servicing cars with Montgomery Ward Auto Express at 16 years old, and by the age of 20 was managing his very own store. A fluent Spanish speaker, Javier has held management positions at companies around Chicagoland, from Firestone and CarX to Sears, and helped open the very first Pep Boys in Chicago. He later made the transition from retail to the dealership side of things and has worked with Jaguar Land Rover, Volvo, Volkswagen, and Chevrolet.
As Fixed Operations Director, Javier leads all Service teams, ensuring smooth operations and quality customer service. A lifelong car enthusiast, Javier instills in his teams the motto that if you’re passionate about what you do, you’ll never work a day in your life. That belief motivates him to make a difference in the day of every customer and employee he interacts with, and makes him a smiling, indispensable part of the City team.
Photography
Finally, the dealership needed photos that would emphasize the friendly, people-first attitude of the entire dealer group. I visited all 5 dealerships and shot these photos, directing the subjects and making the final selections. See a few live online below.
