Fleet News

£1m rebranding for ICA

THE first step in a year of change is being announced by ICA (Holdings) at the 1999 Fleet Show with the launch of a new corporate name - Manheim Auctions. The £1 million rebranding takes on the title of the US auction group which has provided the vital backing for the creation of the group, which comprises ICA, CMA, including renamed BRS Car Auctions sites, and NCA.

Manheim was the backer for ICA's first expansion when it acquired CMA, which was followed by NCA in March last year. ICA (Holdings) managing director John Bailey said: 'It was inevitable that the group would have to rebrand itself with a single name. It amounts to the consolidation of a roller-coaster three years in which the ICA group has grown from just two centres to a nationwide group of 18 centres.'

The new name will act as the signal for the launch of a host of Manheim Auctions branded products in the UK, including Internet-based sales such as Cyberlot and Manheim Certified, which offers a quality guarantee on auction sales.

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