Dublin-based GE Capital Woodchester, a major player in the UK automotive finance market, and GE Capital Fleet Services, are a central part of the strategy, which is designed to “unify, clarify and integrate” GE’s business and finance image in Britain and across Europe.
The UK divisions will adopt the new corporate livery and approach from next January, says a spokesman, who adds: “It is all about consumer and business perception and an awareness that GE offers an holistic approach to finance and the automotive sector through a single identity.”
GE Capital is also believed to be planning a move into automotive sub-prime business, an area it is already involved in through its consumer finance division.
GE is seeking the same kind of global recognition commanded by Citigroup and HSBC, while its move follows rival motor finance provider, GMAC’s rebranding.
GE Capital Fleet Services operates a 54,000-vehicle UK fleet and is a subsidiary of the global fleet management and fleet services operation that covers 1.2m leased or managed units.