RICHMOND, Va. –

Alternative forms of used-car retailing were on full display Sunday night during Super Bowl LVI, with Carvana and Vroom both showcasing advertising spots.

Now another relatively new business model in the pre-owned space — consignment-to-retail used-car marketplace CarLotz — is making some advertising waves.

The company said Tuesday it has launched new marketing for the “it feels good to be a used car person” campaign, including television, out-of-home and digital advertisements.

This extension of the campaign will focus on the Midwest, where there are multiple CarLotz hubs.

The campaign launched initially in August and included OOH, radio and digital spots. It included the markets of Atlanta; Charlotte, N.C.; Chicago; Dallas; Denver; Nashville, Tenn.; Orlando; Richmond, Va.; San Antonio; Seattle; St. Louis; and Tampa.

The new advertising was set to launch with TV and video content Tuesday, along with radio and digital display content.

The two new 30-second spots include, “Becoming a Used Car Woman” and “Family Tradition.”

“Every car on the road is used. That’s a fact. But it takes a special person to be a used car person,” CarLotz chief marketing officer Michael Chapman said in an news release. “People who don't believe the house should win at the expense of the player.

“People who are always looking for the smartest way to do anything. And that value should be in the hands of the buyers and sellers, when purchasing or selling a vehicle,” he said. “Those are our people — used car people.”

Chapman added: “CarLotz should be more than a badge of a great deal and a smart choice. CarLotz should be a badge for people who are proud to do business in a new way that moves the category forward, creating more options for more people to win in the car market.”