Rebrand for Gofor

EDINBURGH leasing broker and fleet management company Gofor Finance is now more simply Gofor.

The Scottish business says it is dropping ‘finance’ from its name to better reflect the pro-active, end-to-end fleet management service that it provides.

The name change is part of an overall rebrand launched at the beginning of February, including a brand new Gofor website.

I’m delighted to launch the new look Gofor. We work as a true fleet partner with our customers, we’re more than a finance provider, and we needed the brand to demonstrate that. The new brand is simpler, and the visuals are stronger and clearer. We’ve designed the new website to better integrate with our CRM which creates an improved customer experience and gives us a platform for growth.

Gordon Ross, head of marketing, Gofor Tweet

Gofor says it is currently working on a digital transformation project to support its expansion plans.

The project is focused on maximising Gofor’s automated systems including the Fleet Procure vehicle procurement platform.

Gofor’s managing director Graham Lesslie (left) says the goal is to create an optimal customer journey by combining best-in class automation with the personal customer success excellence that the business is built on.

Gofor is big enough to negotiate great customer deals but personal enough to care. We’re further investing in our brand, technology and people to give us the best foundations to support our future growth plans. Our aim is to be number one for customer service in our segment.

Graham Lesslie, managing director, Gofor Tweet

Gofor says the rebrand is part of planned future expansion and innovation. The appointment of Gordon Ross is one of four new hires already this year, with more planned. The business sees electrification as a key area of growth and is working closely with its customers on salary sacrifice schemes to support the Environmental, Social and Governance (ESG) agenda. The business recently showcased its salary sacrifice offering at the London EV show.