Edmunds opened the first major business day of 2017 by debuting a refreshed logo and what the company described as a “completely reinvented online experience.”

Officials said this launch marks the most dramatic change Edmunds has ever made to its site design, and the first time it has changed its logo this century. The company is also dropping the “.com” from its name, and will now be known simply as “Edmunds,” a reflection of the fact leadership believes that Edmunds has grown beyond a pure website offering.

“The world of automotive retail is evolving rapidly, and Edmunds is evolving right along with it,” Edmunds chief executive officer Avi Steinlauf said. “The changes we’re making to our site and brand demonstrate our commitment to significantly improving the car shopping experience for consumers and our dealer partners.”

The company explained Edmunds new site was designed from a mobile-first perspective to ensure a seamless experience for vehicle shoppers as they navigate between their desktop computers and mobile devices. Based on extensive feedback from consumers, Edmunds said its designers simplified the overall look and feel to emphasize strong visuals and eliminate clutter.

“The result is a site that’s engaging and attractive for consumers, and also gives advertisers attractive options to create meaningful, integrated messages that shoppers are more likely to interact with,” Edmunds said.

The majority of pages on the Edmunds site rolled over to the new experience on Sunday. More pages will be added on a rolling basis as the development team continues to monitor the new site’s performance.

 “When we first set out to develop the new Edmunds site, our objective was to create an emotionally engaging experience that makes it easy for visitors to quickly discover all of the information they need to make smart car-buying decisions,” said Eugene Park, Edmunds chief product officer. 

“In early testing, we’ve found that mobile users are twice as likely to return to our new site compared to our legacy experience and we’ve significantly improved bounce rates and page load times,” Park continued.

The company said the objective with the logo redesign was similar: create a refreshed brand icon that effectively conveys that Edmunds is a friendly, trusted source anyone can turn to for comprehensive car shopping expertise.

Officials pointed out the new logo brings the car icon front and center with a warm smile and a wink, demonstrating the playful joy that can be had when you find the perfect car quickly and easily. Edmunds also softened its overall color palette and is emphasizing lifestyle-focused imagery on all its platforms to continue the approachable theme.

Edmunds developed its new brand identity in collaboration with Santa Monica-based RED Interactive Agency.

Edmunds is inviting the media, dealers and automakers to learn more about the new brand and site later this month at its booth at the National Automobile Dealers Association Conference and Expo in New Orleans.

The company is also planning to use the show to give a sneak preview of some of the other innovations it’s developing in tandem with some of the world’s most influential tech companies.

Steinlauf added, “2017 will be a landmark year for Edmunds. This is only the beginning.”