One of the most successful and well-known operations ever to operate in the buy-here, pay-here dealership segment is changing its name.

According to a news release distributed on Tuesday, J.D. Byrider announced a major rebranding, officially changing its name to Byrider. The company highlighted the rebranding includes ongoing business model updates to reflect the company’s continued growth and commitment to customer service.

The company is implementing strategic business changes to enhance the customer experience, including an improved website and an optimized purchase process to provide customers with a broader selection of vehicles.

Management indicated the strategic highlights of the relaunch will include:

• A new brand identity to provide a more contemporary look for customers

• An updated website to provide an improved user experience

• Updated training for all sales associates

• A new purchase procedure to ensure high-quality cars are available for customers

• Technology investments to support car buying, vehicle service and customer experiences

“Our team has developed new ways to build on Byrider’s 30-year heritage and leadership in the automotive industry, while making significant business changes that will help customers find a quality car and get back on the road quickly,” Byrider chief executive officer Craig Peters said.

“We look forward to continuing to drive Byrider’s growth and move our customers forward,” Peters continued.

Peters went on to mention the rebranding also includes a top-to-bottom redesign of the company’s name, website, logo and messaging. Byrider’s new brand assets include a simplified, blue and orange logo, along with a new website and video assets.

 Customer experience is the essence of the new Byrider tagline “Buy. Finance. Drive on.” Byrider chief marketing and digital officer Marie Lafkiotes explained this language emphasizes Byrider’s belief that purchasing a vehicle should be a straightforward process.

“We decided to refresh our brand and launch a new website to ensure that both better represented our commitment to customer service,” Lafkiotes said. “Our clean and modernized branding and website make it easy for customers to navigate their way to owning a car.”

Byrider mentioned its innovation to enhance the business model will continue during the next 12 to 18 months, including a variety of improved technology capabilities.

 For more information about the brand re-launch, visit www.byrider.com.