- ALD Automotive | LeasePlan gets new identity
- Consolidation under new brand starts summer 2024
- Merger of ALD and LeasePlan broker programmes to commence as all channels will operate under new Ayvens identity
THE merger of ALD Automotive and LeasePlan continues with a rebranding of the business to Ayvens.
ALD Automotive bought LeasePlan for €4.9bn in a deal that was completed late last year. Since then it has been operating as ALD Automotive | LeasePlan.
But from mid-2024 in the UK, ALD Automotive | LeasePlan will be integrated under a single common identifier: Ayvens.
A statement from the group said that Ayvens is positioned to become the leading global sustainable mobility player. It added that with the world’s largest multi-brand EV fleet out of a total fleet of 3.4 million vehicles managed worldwide, the new Ayvens company aimed to lead the way to net zero and help shape the digital transformation of the industry.
The new brand will be rolled out in 2024 across the 44 countries where ALD Automotive | LeasePlan is present. The leasing company also added that Ayvens would be used for all client segments (corporates, SMEs, professionals and private individuals) and across all channels and touch points, in particular throughout the company’s growing digital ecosystem.
This clearly spells the end for the respective ALD and LeasePlan broker channels to operate independently, although the exact nature and organisational structure of Ayvens broker partners has yet to be revealed.
Currently David McLaughlin is interim head of broker sales at ALD Automotive, while Mike Thompson – sales director indirect SME – heads up the larger LeasePlan broker partner channel.
Each day is an opportunity to move better, and we all have a role to play. By joining forces, our company is ready to lead the way to the large-scale adoption of sustainable mobility thanks to our size, coverage, service expertise and commitment to innovation.
As a major player in the mobility sector, we will leverage our power of leadership to shape the future of mobility and achieve excellence. This new brand identity will not only allow our 15,700 employees to share a new common identity, but it also reflects how we are changing to accompany our clients’ needs for greater choice, freedom and value and will help us increase market and client awareness, as well as attract the very best talent around the world.
New name and a symbol for combined ALD Automotive | LeasePlan brand
According to a statement from the company, "Ayvens is a memorable, simple yet statutory name which indicates the way forward for progress. It is accompanied by a symbol which represents the legacy companies coming together as one team, working towards a common goal, with a strong, stable foundation at its base and an upwards fluid form symbolizing progress and dynamism. The name is solidly endorsed by its globally renowned majority shareholder, Societe Generale."
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Ralph Morton is the leading journalist in the leasing broker sector and editor of Broker News, the website which provides information and news for BVRLA-registered leasing brokers. He also writes extensively on the fleet and leasing market in both the UK and Europe.
