The Project: HGreg is redefining the used car business. It has built its brand on no-haggle prices, a low-pressure sales environment and exceptionally well-trained salespeople.

Branding Goals: HGreg graphics are bold and clear. Contrasting primary colors are highly visible. Facilities have a signature architectural look that communicates an image of an open environment, pleasant seating and a professional experience. Used car buyers in the emerging generation, unlike many in the older generation, dislike negotiating prices, expect easy technology access, outstanding customer service and dealership reliability.