Launching a New Car Financing App

Reach a Wider Audience with Targeted Public Relations

When a new app was about to be launched that would revolutionize the digital car buying experience, – giving car shoppers direct access to up to four great financing offers right on their smartphones – they turned to THO to develop and implement the public relations outreach. The goal? – building consumer confidence on the app and the company to put them on the map.

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The Challenge

The first-of-its-kind financing app was available for download on from the Apple App Store and from Google Play, in addition to a mobile-responsive web-app at www.autogravity.com. The app guided car shoppers through an intuitive process that takes most people less than 10 minutes.  After launching the app on their device, the consumer can select the make, model and trim of any new or used car available in the United States. They could also estimate their monthly payment using the loan calculator, which allowed them to adjust the term and down payment to get to an estimated payment that is right for them.

When the platform officially opened its headquarters in Irvine, California , it had less than 5 employees. The company needed to expand its presence to not only attract top talent, but as well, broad adoption of the platform by bringing credibility and brand exposure to the national marketplace.

The Solution

THO worked hand-in-hand with company management to place the brand in key fintech, business, and technology media outlets, including leveraging key partnerships with automotive brands. Shortly thereafter, the company announced its first lender partnership with Mercedes-Benz Financial Services, showcasing its ability to integrate top lenders into the platform before its California launch. The company then moved into announcing the hosting of multiple top-tier lenders on its platform, enabling car shoppers to see up to four offers from four lenders when they search for financing.   The company then announced its partnership with the Fletcher Jones Auto Group, the largest Mercedes-Benz store in the nation, to offer Fletcher Jones Drive (FJ Drive) for Android and iOS. With FJ Drive, luxury car shoppers could browse the nation’s largest selection of Mercedes-Benz vehicles, secure a loan or lease and pick up their car at the Fletcher Jones location of their choice.

Results

With seed investment from Daimler Financial Services, THO helped the company grow ten-fold, ending the year with more than 50 full-time employees. Within a very short time, the app was available across the country, and at the time of service, garnered more than 200,000+ downloads. The platform’s highly-streamlined process addressed the shopping habits and demands of modern consumers, particularly millennials shopping on their smartphones every day. Coverage included placements in national fintech, business and technology publications including American Banker, Automotive News, Auto Finance News, The Street, Auto Dealer Today, Economic Times, and more.

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Leeza Hoyt

Founder and President at The Hoyt Organization

With over 25 years of experience, Leeza’s campaigns have garnered over 150 awards from top public relations organizations nationwide. Additionally, THO serves as the Los Angeles area partner of the Public Relations Global Network, granting clients access to over 50 global markets. The agency was also named to one of the top 200 firms in the country by Forbes magazine in 2021, and she has been named by Globest.com as a Woman of Influence and a Woman to Watch, among other designations.