Lookers – the new motor group name for Benfield
Nigel McMinn (pictured), managing director at Lookers, said: “Customers will now begin to see the first signs of the name-change at our dealerships as the new-signage and Lookers re-brand 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 allows our customers to benefit from larger scale investments under the Lookers brand.
“This is an exciting time for Lookers to develop our brand values further across the North East of England, Yorkshire, Cumbria and the West of Scotland.”
Lookers has already embarked on a comprehensive customer communications and re-branding marketing campaign, including increased TV and radio advertising, digital media and outdoor advertising, promoting ‘Lookers’ as the new name for Benfield.
Mr McMinn said: “Lookers and Benfield originate from family backgrounds and we have carefully designed and targeted the name-change and re-brand activity to effectively ‘combine’ the best of the two brands.
“Customer feedback and response has so far been very good and we are all very excited about the new era for Benfield under the Lookers brand.”
The enlarged Lookers group nationwide now represents 31 brands across 160 dealerships, employing over 8,500 staff with a turnover of over £4 billion, selling more than 200,000 cars per annum.