New campaign extends trust beyond direct sales to peer-to-peer market
K Car launched its 'Safe Direct Trade' service in May
K Car, South Korea's largest direct-sales used-car platform, said Monday it has released its second advertising campaign featuring brand model Karina, titled "Direct Sales + Direct Trade."
The campaign centers on the message "So a loved car becomes a car that will be loved." K Car's first campaign, released in March under the slogan "People who put the car first," highlighted the expertise of its direct-sales used-car platform. The new installment captures the many ways people cherish their vehicles, conveying that a used-car transaction is more than a simple sale — it is a process that connects the previous owner's care with the next owner's satisfaction.
The campaign also reflects the company's direction of extending trust beyond its own direct-sales inventory to the peer-to-peer used-car market. While that market is large in volume, consumer concerns remain strong — fake listings, difficulty verifying vehicle condition, and transaction safety are persistent worries. Through the campaign, K Car says it aims to build a safer and more transparent trading culture across the used-car market, drawing on the trust and expertise it has built in the direct-sales segment.
K Car launched its "Safe Direct Trade" service targeting the peer-to-peer used-car market in May. Every vehicle listed on the service undergoes owner verification to improve listing reliability, and buyers can view insurance history and past maintenance records at a glance. A trade quality certification program is also in place, under which K Car staff directly inspect a vehicle's accident history and overall condition.
To reduce the friction of private transactions, the service also supports online title transfers without a visit to a government office, as well as a secure payment function, improving the overall transaction experience.
"This campaign reflects our brand direction of expanding customer trust across the used-car market as a whole, going beyond the expertise of the directly sold vehicles we handle ourselves," K Car President Jeong In-guk said. "We will continue working to create an environment where people who cherish their cars can buy and sell used vehicles with greater peace of mind."
Meanwhile, K Car is rapidly expanding its consumer touchpoints — its official YouTube channel, "Studio ㅋㅇㅋ," recently surpassed 100,000 subscribers in the shortest time in the used-car industry, earning a Silver Play Button.
eyre@heraldcorp.com
