Quotz
Singapore | Making Car Selling Simpler
Quotz by SgCarMart
Automotive
The Challenge
Client Background
With over 5 million monthly unique users and averaging over 70% market share of second hand automobile transactions in Singapore, SgCarMart is Singapore’s undisputed No.1 Automobile Marketplace Platform.
As one of SgCarMart’s key subsidiaries, Quotz was launched as seperate brand since 2007. It has since helped thousands of individuals sell their vehicles directly to automobile practitioners via its proprietary auction bidding platform, quickly with minimum hassle and maximum peace-of-mind.
The used car industry is deeply fragmented and notoriously opaque, often plagued by predatory practices. As a subsidiary of SgCarMart, Quotz needed to leverage its parent company's reputation while establishing its own authority as a fair, transparent, and neutral auction platform where sellers can get the highest price without the hassle.
We were brought in by the Quotz team to help in clarifying the Brand Strategy, Marketing Positioning and redesigning the Digital Touchpoints & Offline applications.
Client Background
With over 5 million monthly unique users and averaging over 70% market share of second hand automobile transactions in Singapore, SgCarMart is Singapore’s undisputed No.1 Automobile Marketplace Platform.
Project Role
The used car industry is deeply fragmented and notoriously opaque, often plagued by predatory practices. As a subsidiary of SgCarMart, Quotz needed to leverage its parent company's reputation while establishing its own authority as a fair, transparent, and neutral auction platform where sellers can get the highest price without the hassle.
Brand Distinctiveness
Quotz faced an identity crisis, often being confused with generic car dealers or overshadowed by the SgCarMart parent brand. The challenge was to forge a distinct visual identity that felt institutional and premium—separating it from the 'signboard dealership' aesthetic—while clearly communicating its unique value proposition of speed and competitive bidding.
Digital Friction
The existing digital auction process was cumbersome and unintuitive for the average car owner. It is imperative for us to simplify complex auction mechanics into a frictionless, linear digital journey that is intuitive and friendly. The goal was to democratize the bidding process, making it accessible and reassuring for non-technical users looking to sell their cars quickly.
The Process
We initiated the project with a rigorous 'Brand Delivery' audit, including stakeholder interviews and competitor analysis. This foundational research helped us define the Brand Essence: 'True Value, Real Speed'.
Strategic Discovery
Through hybrid surveys and market research, we mapped the anxieties of car sellers. We identified that 'uncertainty' was the primary pain point. This insight drove our strategy to build a brand around 'Radical Transparency', using clear, bold typography and data visualization to replace ambiguity with assurance.
Visualizing Efficiency
We developed an identity system that visually communicates speed and efficiency. The logo's 'Q' acts as a magnifying glass (scrutiny) and a stamp of approval (quality), while the color palette of electric blue and stark white departs from the sleazy reds and yellows common in the industry, signaling a clean, tech-forward approach.
User-Centric Flow
The UI/UX design phase was heavily iterative. We mapped user journeys for both 'Seller' and 'Dealer' personas. We simplified the listing process into a 3-step wizard and designed a real-time dashboard that gives sellers live visibility into bidding wars, transforming a stressful wait into an exciting event.
The Solution
The refreshed Quotz brand is clean, authoritative, and unmistakably modern. We successfully translated the complexity of an auction house into a streamlined digital product that feels accessible to everyone.
Unified Ecosystem
We delivered a comprehensive brand system that scales seamlessly across digital and physical touchpoints. From the responsive web platform to vehicle decals and inspection center signage, every interaction reinforces the brand's promise of clarity and speed. The visual system ensures Quotz is instantly recognizable, whether on a smartphone screen or a car bumper.
Optimized Bidding Engine
The new digital platform features a rebuilt bidding engine that handles high-concurrency auctions with zero latency. The UI prioritizes critical information—highest bid, time remaining, vehicle condition—allowing dealers to make split-second decisions with confidence. This optimization has directly contributed to increased bidding activity and higher final sale prices.
Market Leadership
The rebranding has solidified Quotz's position as the market leader. The professional, polished aesthetic has attracted a new tier of premium sellers, while the transparent process has built lasting trust with dealers. Quotz is now the gold standard for online car auctions in Singapore.
"SgCarMart Quotz has helped thousands of individuals sell their vehicles directly to practitioners via its proprietary auction bidding platform, quickly with minimum hassle and maximum peace-of-mind."
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