SGFleet has announced a new brand structure following the acquisitions of Fleet Hire and Motiva.

The company bought Fleet Hire in August last year and acquired Motiva Group, provider of contract hire, short-term rental and fleet management services, in December.

Following the acquisitions, it created a dedicated marketing project team to work on the branding strategy to ensure the Fleet Hire and Motiva brand promise was maintained.

It has now announced the integrated UK businesses will operate two brands: SGFleet and MotivaDirect.

SGFleet will offer fleet management and employee benefits solutions, while MotivaDirect covers used car retailing.

MotivaDirect is a consumer operation, with a separate customer base to the fleet and employee benefits solutions business.

David Fernandes, UK country head, said: “I am really pleased with the way then integration has progressed and we are already seeing some real positive results.

“The branding was always going to be very important and we wanted to take time to consult with everyone involved before we made any decisions.”

The SG Fleet Group currently manages 150,000 vehicles across the UK, New Zealand and Australia, with 13,000 of those vehicles located in the UK.

SG Fleet is listed on the Australian Securities Exchange.

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