Cars24 drops all-caps look in brand revamp ahead of IPO push

Online used-car marketplace Cars24 has rolled out a new brand identity as it prepares for its next phase of growth and an eventual IPO, signalling a shift from being a fast-paced transaction platform to a more mature, relationship-driven auto services company.

Founded in 2015, Cars24 built its early success on speed and scale in a fragmented and opaque used-car market. Its earlier all-caps branding — CARS24 — reflected that urgency. But the company says its role has changed as customers now return to the platform at multiple stages of their lives, turning one-time users into long-term customers.

The refreshed identity moves from CARS24 to Cars24, adopting sentence case to reflect what the company calls a calmer, more human and trust-led approach. Founder and CEO Vikram Chopra said the shift mirrors how the business has evolved.


“When we started, being loud helped. But as the company and the team grew up, the work started speaking for itself. This change is about reflecting who we are today, calmer, more human and focused on earning trust over time,” Chopra said.

At the centre of the redesign is a new open circular logo, which the company says represents continuity rather than closure. The idea is to reflect how car ownership changes over time, with vehicles moving between owners as needs evolve. The open form signals flexibility instead of finality.

Cars24 has also updated its brand colour, replacing its earlier blue with a brighter tone it describes as a “younger blue.” The company says the colour is meant to convey approachability and attentiveness without losing credibility.

The redesign took more than 1,200 hours of internal work, focusing on simplicity and long-term relevance. While Cars24’s products and services will continue to expand, the company says the new look is meant to stay stable through future growth.