Pink is AutoNation Inc.'s favorite color.
A rosy hue shines on cubicles at its Florida headquarters.
Employees don pink T-shirts, hats and socks and sip coffee from pink mugs.
The tag line "Drive Pink. Drive Safe. Drive Now" closes each pink-accented TV commercial.
Since the largest dealership group in the U.S. began devoting nearly all its philanthropic efforts to cancer, with a special focus on breast cancer, the mission has become visibly embedded in its culture and unmistakably linked to the AutoNation brand everywhere it operates.
The Drive Pink conversations began five years ago, when AutoNation decided to paste its corporate name across all of its nonluxury dealerships.