Think back to the last time you purchased a car.
Walking onto the lot of a dealership. Eyeing-up a car you’ve been researching online for weeks. Being greeted by a friendly salesperson who offers you to take the car for a test drive – after they photocopy your driver’s license of course.
Everything goes well….until the test drive is over and you get “the look.”
That’s when negotiation begins…
You then spend the rest of your Saturday afternoon eating oddly delicious shortbread cookies while going back and forth over the price of your trade-in, price of the new car, and excrutiating contract details. After a while… a long while, you finally emerge, exhausted, with the keys to your new purchase.
Looking for and test driving a new car is great. But the process of getting a car is often a hassle. The financing, negotiating the value of a trade-in and lost time.
The hassle of getting a car is such a big one that automotive tech veteran, Scott Painter, decided to do something about it. He and the founding team launched a company named Fair whose goal is to disrupt the automotive industry by reimagining car ownership.
With more than $1 Billion dollars in financing and a mission to bring fairness to the way we purchase a car, they’re already seeing tremendous success.
To find out how much, I reached out to Fair to setup an interview with co-founder and Executive Vice President of Brand, Jennifer Parke.
On This Episode
Jennifer and I talk about how Fair is changing the status quo, what it takes to brand a disruptive startup, and her experience in advertising working with some of the biggest names in retail, telecommunications and technology.
You’ll hear how Fair works, why they’re betting big on a change in consumer preferences and what implications the name Fair has on company values, culture and how they do business.
Jennifer Parke, EVP of Brand
She brings to Fair over 20 years of advertising and branding experience, having created advertising platforms for such iconic brands as Apple, Nissan, and Old Navy, to name a few. Her shift toward purpose-driven companies began with her role as Chief Creative Officer for a Santa Monica-based advertising agency, where she helped companies, including TrueCar, disrupt their industry while positively changing the world.
Under her creative vision, TrueCar increased awareness and became a trusted brand for consumers around the country.
Fair is a FinTech company that provides a new way to shop, get approved and pay for your next car—all on your phone. It gives customers the freedom to drive the car they want for as long as they want, and the flexibility to turn it in at any time. Fair is headquartered in Santa Monica, California.
They are pioneering the car-as-a-service model. With more than $1B in financing, exclusive partnerships with companies such as Uber, and several acquisitions, they are poised to disrupt the way we think about car ownership.
Get the App