West Way Nissan dealerships to be rebranded Brayleys

The West Way Nissan dealerships which were acquired by AW Rostamani Group in 2022 are to be rebranded this year, leading to the demise of the West Way brand.

West Way was the trading brand of Aprite, an AM100 dealer group which was owned by Nissan, which the carmaker decided to break up and sell off in 2022 after 25 years of trading.

Individual dealerships were sold to Hendy Group, Glyn Hopkin and Yeomans but the majority of the group, nine dealerships, was bought by AWR Automotive UK, a subsidiary of Dubai-based AW Rostamani.

The West Way branding will shortly be replaced by signage showing Brayleys Nissan, which brings the new businesses into line with AWR Automotive UK's other dealerships, which it acquired in 2018 by investing in AM100 group Brayleys Cars.

Brayley's founder Paul Brayley (pictured) became chief executive of AWR Automotive UK last year. Jon Roberts, who had been managing director of West Way, left the business and subsequently joined Marshall Motor Group as franchise director of its Nissan division.

Brayleys Cars is a brand already operating across Hertfordshire, Oxfordshire, Middlesex, Buckinghamshire, Romford, Essex, Surrey and London, representing Honda, Honda Motorcycles, Hyundai, Kia, Mazda and Renault/Dacia.

"This transition marks an exciting milestone for us, but rest assured, the heart and soul of our business remains unchanged," stated the company.

"West Way’s rebranding to Brayleys Cars is a testament to the group’s commitment to innovation, growth and customer satisfaction and we look forward to our customers being part of this journey as we join the Brayleys family; who’s ethos is also focused on complete customer satisfaction."

The switch to using the Brayleys brand across all AWR Automotive locations is likely to bring efficiencies for marketing and the group's online discoverability.