CarMax Retires 20-Year Tagline in Musical Rebrand with 72andSunny

Quick listen: CarMax ditches its 20-year tagline for “Wanna Drive?” — a music-led rebrand with a house band, comedy, and consumer-first storytelling.

The brand that changed car buying just changed its tune.

CarMax is stepping into a fresh chapter with "Wanna Drive?," marking its most significant creative update in over 20 years. 

Developed in partnership with 72andSunny Los Angeles, the campaign introduces a new tagline that reflects how today’s buyers want more control and flexibility.

It replaces the line CarMax used for over 20 years: “The way car buying should be.”

Sarah Lane, CarMax CMO, called the rebrand a defining moment for the company:

“CarMax is entering a bold new chapter and we’re ready to share it proudly with the world.

This is a defining brand moment, one that transcends a single campaign.

Our new brand positioning celebrates what customers love most about shopping with us: feeling empowered to do it their way.

We’re bringing fresh energy to our brand while staying true to what has always set us apart — honesty, integrity, and innovation.”

The Scale Behind the Brand

CarMax sits at the top of the used car market in the U.S., backed by a scale most competitors can’t come close to.

In 2025 alone, it sold more than 790,000 used cars, making it the country’s top player in the category.

With over 250 stores and 30,000 employees across the U.S., the brand has built a national presence that few others can match.

Its estimated 14% share of the used car retail market puts it far ahead of others, many of which hold less than 1%.

These figures make a clear case for CarMax’s role as the most established name in the space.

Turning Campaigns Into Cultural Moments

What makes this campaign stand out is how it brings everyday moments to life with energy and humor.

In a series of upbeat :30, :15, and :06 spots, the CarMax House Band follows customers through their car journey, singing feel-good anthems along the way.

The band acts as a physical manifestation of what it looks like to fully own the process with confidence.

The new tagline signals a different kind of car-buying experience.

It steps away from the idea of how things should be and puts the spotlight on how each customer wants to do it.

The phrase feels casual and confident, matching the campaign’s energy and giving CarMax a fresh voice that supports the larger brand story.

Maddie McDowell, Group Creative Director at 72andSunny, summed up the brand’s new tone with one clear message:

“The new tagline, ‘Wanna Drive?’ says it all.

It’s not just an invitation, it’s a mindset.

This is a brand tossing over the keys and saying, ‘So, how do you want to do this?’”

The band is led by comedy trio Wolves of Glendale, including Tom McGovern, Ethan Edenburg, and Eric Jackowitz, with saxophonist Marta Tiesenga and multi-instrumentalist Jay Hemphill rounding out the group.

Montreal-based artist and producer Lubalin composed the music.

Digitas, CarMax’s media agency of record, is handling distribution across TV, streaming, social, digital, audio, and influencer channels.

Omnichannel as a Brand Differentiator

Most companies in the category still treat in-store and online shopping as separate experiences.

CarMax lets customers switch between the two whenever they want.

The feature isn’t new, but the brand has reintroduced it with a more emotional and consumer-first lens.

Customers can pre-qualify online, schedule pickups, test drive in person, or mix and match however they prefer.

What once felt like a functional perk is now front and center in the story.

Why This Campaign Should Be on Every Agency’s Radar

CarMax’s rebrand is a practical example of how legacy brands can update their identity without losing trust.

This goes well beyond a tagline update or tonal shift.

It’s a full creative rebuild based on how people actually behave.

For agencies, it shows:

• How functional features become emotional messaging
• How humor and music can carry brand messaging
• How omnichannel strategy becomes stronger when tied to narrative
• How aligning creative and media makes every message feel connected

Our Take: Can a Tagline Really Redefine a Brand?

I think it can, but only when it reflects how people actually experience the product.

CarMax didn’t just update its language.

It changed how the brand talks, looks, and invites people in.

I’ve seen rebrands that feel disconnected from what the customer actually wants, but this one lines up.

It works because the tagline isn’t just about cars. It’s about who gets to call the shots.

For another take on a legacy rebrand, see how Cracker Barrel updated its logo and faced backlash for dropping its longtime mascot.