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Jeff Slaven—Director of Marketing; 317-249-3118


New brand identity to launch June 3


INDIANAPOLIS (June 4, 2019)—J.D. Byrider, America’s largest buy here pay here dealership network, today announced a major rebranding, officially changing its name to Byrider. 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 quality cars. 

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

Craig Peters, chief executive officer at Byrider, said, “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. We look forward to continuing to drive Byrider’s growth and move our customers forward.” 

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.” This language emphasizes Byrider’s belief that purchasing a car 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. Our clean and modernized branding and website make it easy for customers to navigate their way to owning a car,” says Marie Lafkiotes, Byrider chief marketing and digital officer.

Innovation to enhance the business model will continue over the next 12-18 months, including a variety of improved technology capabilities. 

For more information on the brand re-launch, visit 

About Byrider: Byrider is America’s largest buy here pay here dealership network and has sold more than 1.2 million cars at more than 150 locations across the country.  Founded in 1989, Byrider continues to transform the automotive industry through its dedication to customer service and focus on car quality.  Byrider’s success is driven by a commitment to being the consumer choice in helping people “Buy, Finance and Drive On,” even if they’ve been turned down for traditional bank financing. More information can be found at