THE merger of the leasing giants 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 Ayvens would lead the way to net zero.
The new brand is due to be rolled out in 2024 across the 44 countries where ALD Automotive | LeasePlan is globally 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.
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.
What Does The New Name And Symbol Indicate?
According to a company statement, “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.”
There’s also a new brand tagline – Better with every move – which, said Ayvens, “captures the company’s underlining mission to deliver better mobility through continuous progress for customers, for businesses and for the planet.”
Global design agency Dragon Rouge was appointed to create the new Ayvens brand.
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