Benfield Motor Group becomes Lookers

Benfield Motor Group becomes Lookers

The familiar name of Benfield Motor Group is being replaced with a new identity, Lookers, after its acquisition in September 2015.

Now the second largest motor group in the UK, Benfield’s 30 strong dealerships and retail outlets across the North East of England, Yorkshire, Cumbria and the West of Scotland are now being renamed Lookers.

Nigel McMinn, managing director, 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.”

Lookers have already embarked on a communications and re-branding marketing campaign, promoting ‘Lookers’ as the new name for Benfield.

“Lookers and Benfield both 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.” Nigel added.

The enlarged Lookers plc group nationwide now represents 31 brands across 160 dealerships, employing over 8,500 staff with a turnover of over £4 billion, selling over 200,000 cars per annum.