Cars24 Arabia transforms the UAE market with bold new branding and broader car ownership offerings

Cars24 Arabia has introduced a refreshed brand identity in the UAE, shifting from a fast-scaling used-car transaction platform to a wider car ownership ecosystem.

The update covers a new logo, colour palette and styling, reflecting the company’s expanded services and long-term role in customers’ car ownership journeys.

Since entering the UAE, Cars24 has aimed to simplify a used-car market it describes as fragmented, opaque and often intimidating for customers.

In its early phase, urgency and visibility were priorities, and the all-caps CARS24 identity was built to be bold, assertive and instantly noticeable.

According to the company, that approach helped it break into a market that was initially resistant to change. As the business expanded, however, Cars24’s role evolved beyond one-off transactions, and the brand now supports customers across multiple touchpoints in the car ownership cycle.

Today, Cars24 offers services that span buying, selling and monthly chauffeur options, aligning with changing customer needs over time. What began as a single transaction model is increasingly described by the company as an ongoing relationship, prompting a shift in how the brand presents itself in the UAE.

“This refresh reflects how our role has evolved in the UAE,” said Abhinav Gupta, CEO, Cars24 Arabia. “Customers don't experience car ownership as a one-time transaction. It's a journey with changing needs over time, and our brand needed to reflect the responsibility that comes with supporting that journey.”

The new identity moves from CARS24 to Cars24, transitioning from an assertive, all-caps style to sentence case. The company says this adjustment signals maturity and confidence, representing a brand that no longer needs to state itself loudly but aims to appear consistently and responsibly across interactions.

At the centre of the redesign is an open circular logo, created to signify continuity rather than completion. Cars24 says the circle mirrors how car ownership works in practice, as vehicles change hands, needs shift and value persists across successive phases. The open edge is intended to indicate flexibility and movement.

Alongside the new logo, Cars24 has introduced an updated primary colour. The previous blue has been replaced with what the team calls a “younger blue” that is brighter and clearer. The company says this tone expresses how it wants to appear today: present, attentive, human and warm while remaining credible at scale.

The refreshed visual identity took more than 1,200 hours of design and iteration, with an emphasis on simplicity, longevity and adaptability.

Cars24 expects its products and services to continue changing, but intends the updated identity to remain stable as it pursues its long-term vision of Better Drives, Better Lives in the UAE.