What’s in a name? Former Benfield dealerships are given a new look

Time 9:09 am, January 20, 2016

BENFIELD’S 30 dealerships and retail outlets across the north of England and the West of Scotland are being renamed Lookers after they were bought by the company last September.

Nigel McMinn, pictured, managing director of Lookers plc, now the UK’s second largest dealer group, said: ‘Customers will now begin to see the first signs of the name change at our dealerships as the new signage and Lookers rebrand begins to take place.

‘Benfield is a strong regional brand, steeped in family values and history. It has therefore been essential, since our acquisition, that our name change and rebrand plans have followed a phased approach to take our customers on a seamless journey to the new Lookers brand and values.

‘We said from the outset that the culture between the two businesses was a perfect fit and we are committed to preserving and nurturing this culture as well as putting in place new initiatives and retail standards, which will allow our customers to benefit from larger-scale investments under the Lookers brand.’

Lookers has already embarked on a comprehensive marketing campaign to coincide with the name change, including increased TV and radio advertising, plus digital and outdoor campaigns.

‘Customer feedback and response has so far been very good and we are all very excited about the new era,’ continued McMinn.

The enlarged Lookers plc group nationwide now represent 31 brands across 160 dealerships. The company employs more than 8,500 staff with a turnover of over £4 billion, selling more than 200,000 cars per year.

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Dave Brown's avatar

Dave, production editor on Car Dealer Magazine, is a journalist with more than 30 years' experience in the worlds of newspapers, magazines and public relations.

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