Carmax

Many consumers associate buying a used car with an unpleasant and unprofessional experience. Circuit City wanted to challenge this perception by creating a more enjoyable, professional, and trustworthy car-buying process. Their vision included offering warranties, set pricing, and complete documentation of past repairs and maintenance. To bring this concept to life, they needed a name that was automotive-related, easy to understand, and evocative of an optimal car-buying experience. The name had to be short enough to stand out on signage and billboards while clearly communicating the concept to prospects.

After exploring a variety of options, NameStormers proposed “Carmax,” which was ultimately chosen. The name was short, easy to spell, and simple to pronounce. “Car” made the automotive connection unmistakable, while “max” conveyed ideas of maximum value, maximum selection, and maximum enjoyment.

Carmax has become a household name, redefining the used car shopping experience for decades. Its professional, customer-focused approach has transformed the industry, making Carmax synonymous with trust and quality in used car retail.