SANTA MONICA, Calif. — Edmunds this week unveiled a revamped online experience and refreshed logo. The company has also dropped the “.com” from its name and will now be known as simply “Edmunds,” according to a company announcement.

"The world of automotive retail is evolving rapidly, and Edmunds is evolving right along with it," said Edmunds CEO Avi Steinlauf. "The changes we're making to our site and brand demonstrate our commitment to significantly improving the car shopping experience for consumers and our dealer partners."

The new Edmunds website was designed from a mobile-first perspective, the company noted. This design was chosen to ensure a seamless experience for car shoppers as they switch between their desktop computer and mobile devices, the company added.

"When we first set out to develop the new Edmunds site, our objective was to create an emotionally engaging experience that makes it easy for visitors to quickly discover all of the information they need to make smart car-buying decisions," said Eugene Park, Edmunds chief product officer. "In early testing, we've found that mobile users are twice as likely to return to our new site compared to our legacy experience and we've significantly improved bounce rates and page load times."

The new logo features a smiling, winking car icon. The company has also changed the logo from a red and dark-blue color palette to an entirely soft blue color palette. 

The majority of Edmunds’ web pages rolled over to the new design on Jan. 1, but some — which will be updated on a rolling basis — have yet to be updated to the new design as the company’s development team continues to monitor the new site’s performance.

Originally posted on F&I and Showroom