Ford Retail, the world’s largest dedicated Ford dealership group (at number eight in the AM100), has today announced its customer facing brands will operate under a new name – TrustFord.

The move, which will start the second quarter of the year, is part of an ongoing strategy to align the business’ regional dealerships under one nationally recognised brand name and ensure a joined-up customer experience and offering across its entire group. 

Stuart Kerr, chairman and CEO of Ford Retail, said: “The rebranding of the Ford Retail group has been in development for some time and was put in motion following qualitative internal and external customer research. 2013 saw a considerable amount of planning, budgeting and development, and I am delighted to see the team’s hard work  now approaching fruitition.

"We are well aware that TrustFord is a bold promise, but it is one we have every confidence we’ll live up to. This will reflect our commitment to being clear and transparent across our entire network of dealerships, our commitment to going the extra mile and provides a perfect fit with our goal of being easy to do business with. We want our customers to have trust in everything we do”

Operating as one single brand will help give fleet, retail, bodyshop, parts, aftersales and SME customers a better understanding of the scale of TrustFord’s services across the UK – from ensuring customers have the widest range of Ford vehicles available to them wherever they are in the country  to making it easier to recognise a dealership – building further confidence in the organisation’s expertise.

Ford Retail currently operates a network of 65 sites in the UK under a variety of local brand names including Bougourd Ford, Brunel Ford, Dagenham Motors, Heartlands Ford, La Motte Ford, Lindsay Ford and Polar Ford.

It also operates Ford Retail Online, Ford Online Parts and @firstParts Solutions; all of which will be branded as either TrustFord or TrustFirstParts.