DEALER group Jardine is pushing its Lancaster trademark across more of its dealerships.
The Lancaster name is one of the oldest in Jardine’s portfolio, dating back to 1969.
Now Jardine is extending its use of the name because it has ‘high levels of positive awareness’ according to the company’s chief executive.
‘The recent history of Jardine Motors Group has seen a number of acquisitions and with these has come a proliferation of trading names including; Lancaster, Appleyard, Abridge, Cloverleaf, Minories, Scotthall and Wayside,’ said Mark Herbert.
‘Historically, each trading name has had some benefit locally, with the dealerships’ reach being defined by a geographical territory.
‘However, the increasing use of the internet by our customers means this is no longer the case. Consolidating around the Lancaster name is also intended to internally recognise the completion of the integration of recent acquisitions into one team with a common set of values and business objectives.
‘The decision to focus around Lancaster was an easy and obvious one. The Lancaster name continues to enjoy high levels of positive awareness within the industry and is synonymous with quality of service. Moreover, we already trade as Lancaster across a significant number of our existing dealerships.’
From October 1, 2013 the Lancaster name will replace all of Jardine’s other names and will be rolled out progressively.
