CarsGuide has unveiled a new brand platform, ‘Get Cars’, curated in collaboration with the newly appointed agency Today the Brave.
The platform aims to shift the power dynamic in Australia’s automotive market by reinforcing a simple proposition: CarsGuide doesn’t just review cars — it understands them.
Cutting through car-buying chaos
The campaign acknowledges the growing complexity of buying a car, from conflicting advice and spec-sheet overload to marketing spin and online myths.
As independent experts who test, drive and deconstruct the vehicles they review, CarsGuide positions itself as a trusted guide in a crowded category combining editorial authority with integrated marketplace capabilities.
Rowena Kanna, Director of Marketing and Brand at Gumtree Group, said the platform reinforces the brand’s independent stance.
“With the launch of Get Cars, we’re reaffirming our role as the fiercely independent partner in the journey,” Kanna said.
“Buying a car should feel empowering, not overwhelming, and this platform helps cut through the noise so people can make decisions with real confidence.”
From education to marketplace
The creative dramatises the chaos of modern car-buying culture and contrasts it with CarsGuide’s clarity and expertise.
Kate Idle, Senior Art Director at Today the Brave, said the platform reflects the brand’s dual role as educator and enabler.
“The Get Cars platform captures CarsGuide’s expertise as those who Get Cars, the extensive education resources to help Aussies Get Cars too, and a marketplace where you can go Get Cars.”
The campaign is rolling out nationally across ACM, social, Spotify and oOh!media outdoor, targeting Australians at key moments of consideration.
The launch signals a broader brand evolution for CarsGuide, strengthening its positioning as an independent, trusted partner helping Australians “cut to the car chase.”
Top Image: Today the Brave