The International Automotive Remarketers Alliance announced the organization is undergoing a brand update.

The new branding will be unveiled during the welcome reception of the annual CAR Conference, coming up March 26-28 in Phoenix.

The alliance said the rollout will continue throughout the summer and is scheduled to be completed by IARA’s Summer Roundtable, set for Aug. 20-22 in Frisco, Texas.

“Our aim with this branding update,” executive director Mark Coleman said, “is to honor IARA’s past, while signaling to the remarketing industry that we are an alliance on the move.”

IARA said its new brand will include a simplified name, a “streamlined” logo and a refreshed website with a new URL.

The alliance said the website overhaul is a key initiative, which was led by IARA director of growth and operations Lauren Baker. It said the website will provide simplified navigation and refreshed content for members, including podcasts, webinars and databases designed to drive member value.

“For nearly 25 years, IARA has represented the voice of the consignor in the remarketing industry,” president Doug Turner said. “Our refreshed brand positions us well to continue that tradition for the next 25 years and beyond.”