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CD Bramall to exploit Quicks brand

CD Bramall is likely to retain the Quicks brand for part of the business after its £40m approved bid is completed next month.

The deal will create the UK's third largest dealer group with a turnover around £1.58bn and 130 outlets. Peter Jones, CD Bramall chief executive, said the Quicks Ford business in the North-west would probably be renamed Bramall Quicks while the Laidlaw operation in Scotland would become Bramall Laidlaw.

“Quicks has a long heritage with Ford and Laidlaw is a strong name in Scotland - it is beneficial to our business to retain that association,” said Jones.

“Dealerships elsewhere are likely to be renamed CD Bramall, except the specialist businesses.”

Quicks chief executive John Day, credited with turning around the group's performance, is to leave the company after it becomes integrated into CD Bramall.

He has agreed to stay for three months to help smooth the integration, though Jones said this might be extended. Divisional staff will be retained.

“Quicks geographical and franchise alignment - with Ford, PAG, PSA Peugeot-Citroen and Rover dealerships - makes it a close fit with our business. We are liaising with key manufacturers and we expect to retain almost every dealership,” said Jones.

“We believe we can utilise our management experience to deliver an upside in terms of performance at Quicks.”

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