AutoNation highlighted this week that the dealer group’s newest marketing campaign is designed to amplify the company’s commitment to delivering an “unrivaled” customer experience and “world-class” work environment.

AutoNation’s new national advertising campaign is celebrating its associates coast to coast with the theme, “Go Be Great!”

As the next evolutionary phase of AutoNation’s, “What Drives You, Drives Us” customer-facing ad campaign, the group said the new “Go Be Great” messaging highlights the customer experience as central to AutoNation’s approach to automotive sales and service.

AutoNation’s multi-million dollar, omni-channel media campaign was developed in partnership with the group’s marketing team, I Think Studios and Zimmerman Advertising.

The campaign features associates from AutoNation’s dealerships coast to coast and will run across media channels including TV, radio, print, online and social media. TV commercials will start airing on ESPN, CNBC and NBC leading up to the Indianapolis 500 on Sunday, when AutoNation’s four-time Indy 500 champion driver Helio Castroneves will “Drive for Five,” in his bid to be the first five-time Indianapolis 500 winner in the history of that race.

“AutoNation’s ‘Go Be Great’ ad campaign characterizes the collective drive, ambition and determination of our Associates to be the best each and every day, leading the way in Customer excellence,” AutoNation executive vice president and chief customer experience officer Marc Cannon said in a news release.

To coincide with the new advertising campaign launch, AutoNation also said it will focus on recruitment and retention in each of its markets.

From retail sales and service technicians to corporate positions, AutoNation mentioned that it provides comprehensive benefits packages, extensive on-the-job training and opportunities for career growth, inspiring employees to “Go Be Great.”

“Our associates are our greatest asset, and we’re currently in the process of hiring more talented individuals at all levels and skill sets who are motivated and inspired to excel in everything we stand for here at AutoNation,” Cannon said.

AutoNation pointed out that it has been recognized by many industry authorities.

In fact, J.D. Power has awarded 129 of AutoNation’s stores with the coveted Dealer of Excellence award, recognizing the best dealers in customer experience.

In addition, Reputation reported that AutoNation has received more than a half-a-million Five-Star reviews, the most of any public or private automotive dealer group. Through AutoNation’s DRV PNK initiative, the company is driving towards $35 million donated to fight cancer.

AutoNation has also created ONE AutoNation to ensure that associates feel at home in an inclusive workplace, where differences are embraced and opportunities for learning, growth and leadership are abundant.

To find out more about careers at AutoNation, visit www.jobs.autonation.com.