Cars24’s has introduced CAR-LEE, its new Bruce Lee-inspired tech mascot, adding a touch of fun to the used cars market in India.

Launched on India’s National Technology Day, CAR-LEE is a first-of-its-kind tech mascot in the Indian used cars industry, as per a news release by Cars24. The mascot has been represented as digitally dexterous, inquisitive, solution-oriented, and agile — qualities that Cars24 is hoping to exemplify in the used cars market. CAR-LEE embodies the company’s strengths, said Cars24.

Jitendra Agrawal, Global CTO of Cars24, said: “The used cars market, especially in India, has transformed into a more organized industry on the back of tech-integrated solutions and strong e-commerce offerings. Trust and quality are the industry’s two important cornerstones, which Cars24 is providing to its customers on the back of a strong technology backbone. Our customer-friendly tech CAR-LEE is more than just a mascot — it represents the seamless tech-integrated customer experience that we proudly offer to our customers.”

Cars24 raised $400 million in Series G funding round in December, last year, taking its valuation to $3.3 billion. At the time, the company outlined its intentions to scale and expand its existing operations. Cars24 used the proceeds to strengthen its presence in the UAE, Australia and Southeast Asian markets. After setting up shop in Thailand, it is now focusing on Indonesia and Malaysia.

As part of its expansion and marketing efforts, Cars24 recently appointed a new assistant vice president of Marketing for Thailand. It also entered into a strategic alliance with fintech company PolicyBazaar in the UAE to offer specially curated insurance services to car buyers.

Founded in 2015, Cars24 was initially a b-to-b marketplace, purchasing used cars from customers, but later expanded to a c-to-b-to-c model, offering customers the opportunity to buy and sell used cars online. The company also acquired a Non-Banking Financial Company (NBFC) license in 2020 for its financial services, and later ventured into the motorcycle business. It currently operates in India, Australia, the UAE and Thailand.

Images source: Cars24

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