Crosscut it is
by Dennis WalshOur brand hates nonsense. It's about efficiency and transparency. This is the Walmart of used car buying. Nordstroms buyers shop elsewhere.
Our finalists were: Tailwind, Slingshot, Ember, Lemonade, Crosscut, and Carscape. The winner was... Slingshot. But there's a (god awful) Polaris Slingshot and we felt we couldn't control our Google results with a billion dollar brand in the same industry.
We went with Crosscut -- like short cut, but without the baggage. It's sharp, exact, and literally a short cut.
