Autozone has always been focused on the DIY customer, but what they haven't focused on is the feeling of accomplishment that accompanies completing these tasks. The rebrand of Autozone eliminates the fear of inadequacy and empowers you to discover the heroic triumph of getting the job done. They seek new challenges and embrace the heroic sensation of fixing their car. Autozone's new packaging employs transparency and appeals to a demographic ready to seize the day. Chivalry is not dead.