10:53 am, July 21, 2026
Dealer Groups Johnsons Cars and Brayleys are set to combine under a new name – Athenea Automotive Group – as their owner, Athanaeum International Holdings, moves towards a national identity.
The rebrand follows the parent company’s acquisition of Johnsons Cars in 2025.
The new Athenea brand will be rolled out across the company’s sales sites from the final quarter of 2026, and will also feature across its digital operations.
The combined group operates 79 franchised dealerships across the UK, representing 21 car and van brands and employing almost 2,000 people.
The new name is said to have been nine months in development and is inspired by Athena, the symbol of wisdom. It also refers to the group’s parent business, Athenaeum.
Andrew Burn, deputy chief executive officer, said: ‘Since late last year we’ve tested, challenged and refined every option, analysing the market, consulting our manufacturer partners and assessing every shortlisted name to arrive at an identity that truly reflects who we are.
‘Athenea is a strong, premium and credible name that speaks quietly to intelligence, strategy and leadership. It gives us one memorable identity that will build long-term value and strengthen what our customers already know and trust us for.’
The group said three principles guided the choice of name: trust and guidance, unity across the business and clear differentiation from competitors.
Burn added: ‘This is a significant milestone for the group and everyone in it, signalling the start of an exciting new chapter. Athenea represents more than a new name.
‘It is the foundation of the group’s next phase of growth, bringing together the heritage, expertise and customer relationships of Johnsons and Brayleys under a single future vision.’
There are no plans for any restructures or job losses under the transition.
