The new brand identity will be introduced over the next two years.
While Grouptyre declined to comment on investment figures, it said they were “significant”.
Karl Naylor, commercial operations director, said the rebrand will lift Grouptyre’s profile, helping it to develop national customer relationships.
A consistent identity will enable it to run national promotions, in conjunction with suppliers.
While its strapline ‘National Strength, Local Service’ remains, Peter Harries, managing director, said the new identity will demonstrate Grouptyre as “a modern, professional and progressive company”.
The rebrand is part of a larger restructuring which aims to increase co- operation between member companies with implementation of centralised systems in marketing, finance and sales management.
It will also offer a national stock search on its IT system, so if a customer’s local Grouptyre member does not have a product in stock, they will be able to locate it nationally and buy online for next-day delivery.