ROGERS, Ark. -

This week, America’s Car-Mart rolled out its new visual identity and tagline that the publicly traded buy-here, pay-here dealership company said will reaffirm its “unwavering commitment to its customers and communities.”

Car-Mart’s new tagline is “Keeping You on the Road,” which company leadership says is an all-encompassing definition of what the company delivers to its customers. Car-Mart stressed that the tagline is a commitment and a promise that the company will do “whatever it takes” to provide customers with excellent service, care and compassion before, during and after the vehicle sale.

The new logo, while staying with its red, white and blue color scheme, depicts a graphic of the open road — a uniquely American symbol — which is meant to convey freedom and possibilities that come with owning a vehicle.

Car-Mart added that the highway icon forms the letter “A” that signifies the American spirit.

“We believe our purpose is to serve hard-working Americans by providing them with quality, used vehicles,” Car-Mart president and chief executive officer Jeff Williams said in a news release.

“Every day, we strive to do whatever we can to keep our customers on the road and provide them with peace of mind — from the time they walk onto our lot and buy a vehicle to when they collect the title to their vehicle. We’re with them every step of the way on that journey. We keep them on the road,” Williams continued.

“We understand that owning a vehicle is an essential part of everyday life. A vehicle is about getting people to work, taking children to school and the ability to visit new places,” Williams went on to say. “In short, ‘Keeping You on the Road’ represents freedom to us and it’s what we offer our customers.”

Car-Mart explained that its rebranding was developed through an internal collaborative process. Associates helped select the final version of the new logo.

The company said the new logo and tagline will be featured on all Car-Mart dealerships including internal and exterior signage, as well as Car-Mart’s website and social media channels.

“It’s been over 10 years since we’ve updated our look and feel. The time was right to better define what we stand for as a company,” Car-Mart vice president of customer experience Dan Burks said.

“Our ‘Keeping You on the Road’ tagline is proof positive that we go to work every day to take care of our customers,” Burks went on to say.