Cheshire dealer group Benbar has completed a rebrand for all its dealerships to trade under the Bentleys brand.

The Warrington motor retailer, which has represented Toyota for 27 years and Citroen for 20, previously traded as Bentleys Toyota, Barclays Citroen, Mainland Bodycare and Autoquest Direct.

Managing director Stephen Langley said: “It is important to offer a consistent customer experience irrespective of which franchise they purchase from and a unified approach will facilitate our communications.

"Community involvement which we have always played a significant role, investment in new practices and staff training ensuring long term viability, high referral rates and consistently high CSI scores have been the cornerstone of our business and with one name linking all the different businesses in the group, we aim to build on the established foundations that we have.”

The rebranding represents a significant investment in both external and internal displays and communications, corporate identity and website development and recognises the need to move away from the traditional ‘push marketing’ of the automotive industry to more engagement with individuals and increased interaction with potential customers, he said.