Brand Tone

Professional and Trustworthy, Expert and Knowledgeable, Customer-centric and Approachable, Quality-focused, Modern and Clean

Brand Values

• •Quality Assurance
• •Trust and Reliability ("Peace of Mind")
• •Sustainability
• •Accessibility
• •Customer Focus/Service
• •Brand Value Preservation
• •Innovation

Best Practices

• •Prioritize "Peace of Mind" Language: Consistently use words and phrases that reassure the customer about the quality, inspection process, and warranty (e.g., "certified," "meticulously inspected," "expert-approved," "warranty-backed," "ride with confidence"). This directly addresses a key customer concern in the used market.
• •Highlight Expertise and Authority: Subtly weave in the knowledge of Specialized mechanics and the rigor of the certification process. Refer to "qualified technicians," "Specialized standards," and the "20+ point maintenance program" to build credibility.
• •Maintain a Professional yet Approachable Voice: While the brand deals with high-performance products, the tone should remain welcoming. Avoid overly technical jargon where possible or explain it clearly. Emphasize customer support and guidance.
• •Emphasize Quality and Performance: Connect the CPO status back to the inherent quality and performance of the Specialized brand. Use aspirational language that speaks to the joy and thrill of riding a top-tier bicycle.
• •Be Transparent and Informative: Clearly explain what "Certified Pre-Owned" means, the benefits (warranty, inspection, safety checks like ultrasonic testing for carbon), and the value proposition. Use the FAQ section effectively and ensure product descriptions are detailed and accurate.

Social Perception

Positive and Reputable, Pioneering, Reliable Source for Used Specialized Bikes, Service-Oriented, Enhances Specialized Brand

Copy Examples

• •Headline: Ride with Confidence. Ride Certified. Body: Discover your dream Specialized bike at the Specialized CPO Online Store. Each machine is meticulously inspected, serviced by expert mechanics, and backed by a one-year warranty. Experience premium performance and peace of mind, guaranteed.
• •Headline: Pre-Owned. Re-Certified. Ready for Your Next Adventure. Body: Why choose Specialized CPO? Because quality and reliability are engineered into every pre-owned bike we offer. Our 20+ point certification ensures it. Your adventure awaits – start it with a bike you can trust, at a value you'll appreciate.
• •Headline: The Specialized Experience, Sustainably Yours. Body: Embrace the pinnacle of cycling performance with a Certified Pre-Owned Specialized bike. It’s more than just a smart choice; it's a sustainable one. High quality, expertly refurbished, and ready to ride. Join the movement.
• •Headline: Your Personal Path to Specialized. Expertly Guided. Body: Navigating the world of high-performance bikes? Our Specialized CPO experts are here to help. From detailed online specs to personalized (by-appointment) store consultations, we ensure you find the perfect certified pre-owned bike for your journey.
• •Headline: Unlock Premium. Without the Premium Price Tag. Body: Experience the legendary S-Works and other top-tier Specialized models. Our Certified Pre-Owned program, complete with attractive financing options, makes owning the best more accessible than ever. Quality, performance, and value – perfectly balanced.