BarNone

BarNone, also marketed as 1-800-BarNone, was a lead-generation company based in Oakland, California, that operated in the U.S. automotive-finance market. Founded in 1995, the company focused on consumers who had difficulty obtaining conventional auto loans, particularly people with poor or damaged credit histories. Rather than functioning primarily as a vehicle manufacturer, dealership chain, or conventional lender, BarNone served as an intermediary: it generated consumer inquiries and connected prospective borrowers with automobile dealers that could evaluate financing options. The company used a broad consumer-marketing mix to reach its audience. Its channels included direct-mail campaigns, television advertising, and internet marketing. These efforts were designed to attract consumers seeking help with an automobile loan and to turn those inquiries into opportunities for participating dealerships. Its principal brand promise was expressed through the slogan “Everyone Deserves A Second Chance,” positioning the company around access to vehicle financing for consumers who might be rejected by more traditional credit channels. BarNone’s advertising also used recognizable entertainment and sports personalities. In 2002, the company acquired the rights to use the former Pets.com sock-puppet character in its advertisements. The puppet was portrayed by actor and comedian Michael Ian Black. This followed the company’s earlier use of former Minnesota Vikings quarterback and broadcaster Fran Tarkenton in its marketing. The adoption of the character gave BarNone a distinctive advertising asset and linked the brand to a widely remembered symbol of early internet-era advertising. BarNone later became part of a sequence of corporate transactions. In 2005, First Advantage Corporation purchased the company for inclusion in its Dealer Services segment. In August 2009, BarNone was sold by First Advantage to Centrro, Inc. Publicly available reference material identifies these ownership changes but does not establish the company’s subsequent operating status, current ownership, product range, or whether the brand remains active. Accordingly, BarNone is best documented as a historical automotive-finance marketing and lead-generation brand rather than as a currently verifiable independent business.

BarNone was a U.S. lead-generation company serving the automotive-finance market. Established in 1995 and based in Oakland, California, it developed a business model around connecting consumers seeking automobile loans with auto dealerships. Its target audience consisted largely of consumers with poor, damaged, or otherwise challenging credit profiles who needed assistance finding a dealer willing to consider their financing needs. The company’s role was primarily intermediary and marketing-oriented. It sought consumer inquiries through direct mail, television advertising, and internet marketing, then connected those prospective customers with automobile dealers. This placed BarNone between consumers and the dealership market rather than positioning it as a traditional bank, vehicle manufacturer, or standalone auto retailer. Its brand communications emphasized inclusion and renewed opportunity, using the slogan “Everyone Deserves A Second Chance.” BarNone’s public-facing identity was shaped by advertising as well as by its referral service. Earlier promotional activity used Fran Tarkenton. In 2002, the company acquired the rights to use the former Pets.com sock-puppet character in its advertisements. The character, portrayed by Michael Ian Black, provided a recognizable and unconventional advertising device for a company seeking attention from consumers through mass media and direct-response marketing. The company subsequently entered the corporate portfolio of First Advantage Corporation. In 2005, First Advantage purchased BarNone for its Dealer Services segment. This transaction aligned BarNone’s consumer lead-generation activity with a broader business-services platform connected to automobile dealers. The available reference does not identify the purchase price, the precise structure of the integration, or the names of executives responsible for the transaction. In August 2009, First Advantage sold BarNone to Centrro, Inc. The reference material does not provide the sale price, the precise assets transferred, or a detailed account of Centrro’s plans for the brand. It also does not establish whether BarNone continued operating under the same name after the transaction. For that reason, the brand’s present status is recorded as unknown rather than active or defunct. No reliable information in the supplied material confirms current headquarters, ownership, website, public listing, financial results, or executive leadership.

• 2009

  Sale to Centrro

  [1]BarNoneen.wikipedia.org

  First Advantage sells BarNone to Centrro, Inc. in August 2009.

• 2005

  Acquisition by First Advantage

  [1]BarNoneen.wikipedia.org

  First Advantage Corporation purchases BarNone for its Dealer Services segment.

• 2002

  Former Pets.com advertising character enters BarNone marketing

  [1]BarNoneen.wikipedia.org

  BarNone acquires rights to use the former Pets.com sock puppet in advertising, with the character portrayed by Michael Ian Black.

• 1995

  BarNone is founded

  [1]BarNoneen.wikipedia.org

  BarNone is established as a U.S. lead-generation company connecting consumers seeking auto loans with automobile dealerships.

A consumer-facing automotive-finance referral brand focused on helping people with poor or challenged credit connect with automobile dealerships, framed by the promise that everyone deserves a second chance.

• Automotive-finance marketing service · 1995

  BarNone auto-loan lead generation

  BarNone generated inquiries from consumers seeking automobile financing and referred or connected those prospective borrowers with auto dealerships. The service concentrated on people who commonly had difficulty obtaining conventional credit, making the company a marketing and referral intermediary rather than a conventional lender.

• 2002Pets.com sock-puppet advertising

  United States

  BarNone used the former Pets.com sock-puppet character in its advertising after acquiring the rights to the character. Michael Ian Black portrayed the puppet. The campaign extended BarNone’s use of recognizable entertainment figures in direct-response marketing.

  Outcome. The character became a notable element of BarNone’s advertising, although the available reference does not report campaign performance or spending.

  Source

• 2009

  First Advantage sells BarNone to CentrroM&A

  Background

  BarNone had been owned by First Advantage since its 2005 acquisition.

  Action taken

  First Advantage sold BarNone to Centrro, Inc. in August 2009.

  Aftermath

  The supplied reference does not establish BarNone’s subsequent ownership structure, operating status, or whether it continued using the brand.

  Source

• 2005

  First Advantage purchases BarNoneM&A

  Background

  BarNone operated as an automotive-finance lead generator connecting credit-challenged consumers with automobile dealers.

  Action taken

  First Advantage Corporation acquired BarNone and placed it in the Dealer Services segment.

  Aftermath

  BarNone became part of First Advantage’s dealer-oriented business portfolio. Transaction terms and integration details are not identified in the available reference.

  Source

• 2009

  Centrro acquires BarNone from First Advantage[1]BarNoneen.wikipedia.org

  M&A

  In August 2009, BarNone was sold to Centrro, Inc. The available reference material does not provide transaction terms or details about the brand’s later operations.

• 2005

  First Advantage acquires BarNone for its Dealer Services segment[1]BarNoneen.wikipedia.org

  M&A

  First Advantage Corporation purchased BarNone and incorporated it into the company’s Dealer Services segment.

• 2002

  BarNone adopts the former Pets.com sock puppet for advertising[1]BarNoneen.wikipedia.org

  Campaign

  BarNone acquired rights to use the former Pets.com sock-puppet character in its advertising. The character was portrayed by Michael Ian Black and became part of the company’s consumer marketing.

• 1995

  BarNone founded as an automotive-finance lead-generation company[1]BarNoneen.wikipedia.org

  Other

  BarNone was established in the United States to connect consumers seeking auto loans with automobile dealerships, with an emphasis on consumers who had difficulty obtaining credit.

1. 1BarNoneen.wikipedia.org