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SGFleet integrates Fleet Hire and Motiva into new branding structure

SGFleet has launched a new brand structure that integrates the recently acquired Fleet Hire and Motiva businesses.


SGFleet integrates Fleet Hire and Motiva into new branding structure

The global leasing and fleet management specialist acquired Fleet Hire in August 2016 followed by Motiva Group in November, and has now deployed a new structure that it says will give SGFleet “a competitive advantage, taking the strong attributes of each individual organisation and creating an offering that provides their customers with an integrated mobility solution”.

The structure is based on two brands – SGFleet and MotivaDirect – with SGFleet covering fleet management and employee benefits solutions while MotivaDirect providing used car retailing through a separate customer base. Customers of both Fleet Hire and Motiva have already been informed of the change.

David Fernandes, UK country head, said: “I am really pleased with the way the 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.”

Graham Hale, managing director – previously chief operating officer at Fleet Hire, said: “The new branding of the combined business in the UK is a logical progression from the individual brands as SGFleet’s presence in the UK expanded. As a larger, combined and fully integrated business, built on outstanding customer service, innovation and operational efficiency, we will continue to develop additional and improved solutions for both new and existing customers.”

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.

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Natalie Middleton

Natalie has worked as a fleet journalist for nearly 20 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day.