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Rebrand sees Carlyle Finance renamed MotoNovo

Carlyle Finance has undertaken a rebrand to avoid a potential costly legal trademark battle – “but the change enables us to revitalise and renew everything about our business,” chief executive Mark Standish has told dealers.

Retailers selling Carlyle’s products were briefed on the change to MotoNovo ahead of this month’s announcement.

Standish said: “A new name had to reflect what the business stands for today and be vibrant, modern and memorable.”

The new name combines two Latin words: moto (‘moving or driving forward’) and novo (‘new, refresh, change, innovate’).

Standish said: “In a single word we have managed to encapsulate everything the business has come to stand for. This enables us to revitalise and renew everything to support our dealers.”

Carlyle, a Cardiff-based division of South Africa’s FirstRand Bank, did not want to change its name.

Last year the company decided to protect what it regarded as the substantial value created in the business by registering it as a legally protected trademark.

But the firm found that The Carlyle Group, a US private equity firm, registered the Carlyle trademark in the UK in the 1990s.

Standish said: “In addition to the trademark issue it was felt the increased activity of the Carlyle Group in the UK was causing confusion as to who owned who.

“It was also felt that the Carlyle Finance name harked back to our more modest and traditional past under the ownership of Julian Hodge Bank.”

Standish said a top priority for MotoNovo will be to develop “an industry leading” digital approach to vehicle purchasing and financing.

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  • syd sardar - 17/11/2012 19:13

    motonova have vey bad customer serivce,l am looking to set up a bog or web site,about their customer service.They say customer first that is a load of bs.I am run my company due to late payment l pay late and do pay all the charge but still they talk to me like bs.That why l only email.Give good now all my calls record on a data base.I if you have hp loan and 1/3 paid of they need to take you to court.THE CAN NOT TAKE CAR WITHOUT COURT ORDER.I have told about 3 customer this of movonovo.I do understand the customer can tell a lot of bs.BUT YOU MUST TO BE UNDERSTANDING.

    • Jack toot - 02/06/2013 19:47

      @syd sardar - let me know when you set up a blog or site then myself and a lot of others will put our reports on this, it would be nice to spread the word so not to ruin other lives, they talked to me on the phone then later they say we can only talk to the customer what you have already talked to me so another lie, under payment of £190 and someone agreed to take this over or even sign a new contract no they want £2810 now or that figure goes up even higher , warn customers

  • Sarah smith - 02/06/2013 19:37

    I agree this is far the worse company I have ever known, one of my family fell behind by£200 and they come like a theft in the night and took the car back an arrangement was in place for a parent to take over the payments and pay the highway robber their £300 on top but motonova said no no no we want the lot and now no arrangements and no talking or the car is sold and you pay all the extra fees on top that's how they make their money I guess, a lost job and jsa £71 a week, my family are all with this company but none will be using them again, all they wanted was put customers first like they say, I am gutted and they are on Facebook, just to take over the payments would show they are fair, this company wants closing now ,