Fleet News

Major rebranding complete for Manheim Europe

MANHEIM Europe has put the finishing touches to a major rebranding three years after the name was launched in the UK.

All auction sites now feature the new Manheim branding, completing a move to a standard corporate identity since the firm was created from a series of acquisitions. In 1999, buyers first began buying cars in the UK under the Manheim brand, as the name replaced the former ICA/NCA/CMA network that had been brought together over the past few years. The new name acted as the signal for the launch of a host of Manheim Auctions branded products in the UK, including Manheim Magic, its vehicle refurbishment business.

Outside the UK is Manheim Auctions France and Manheim Directo in Spain, the electronic remarketing business.

Sarah Fretwell, marketing manager at Manheim Auctions, said: 'Manheim has grown out of a number of company acquisitions over the past few years, so we felt it was time to reinforce the Manheim brand in all of our sites.' It comes as Manheim Europe begins a major drive to win European business.

The company has extended the role of Jonathan Holland to include a European rather than just UK focus.

While Holland will retain his title as director of Manheim Interactive Services, he will be responsible for looking in to a wide range of European business opportunities. 'We have built up a strong technology platform within our UK business and we are evaluating how we can develop this further in mainland Europe,' said Holland.

'In many respects, the technology used by the auction market in the UK is more established than in many European countries, which is why we are focusing on a European strategy.'

Holland joined Manheim in 1996 as director of manufacturer operations and in 2000 took on responsibility to develop Manheim Online in the UK before being promoted to his current position in 2001.

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