HR Owen will rebrand its business next month in order to “reflect changes within the group”.
The name will stay the same, but the logo will be redesigned, the group is also launching a new website in the middle of September and is refurbishing its showrooms.
A spokesman for HR Owen said: “As the market conditions continue to be challenging, HR Owen has recognised the need to work harder to attract potential customers and also to act as a unified group to maximise sales potential.
“As the business invests more in marketing, these challenges are being addressed.”
The business has invested in new systems across the group, including a new customer relationship management process.
The new website will allow customers to do view a virtual 360 degree tour of each car for sale.
Chief executive Joe Doyle took over running HR Owen in October last year with a focus on profit rather than turnover and is leading the changes which he believes will deliver growth.
HR Owen is a premium and luxury car brand retailer and plc with 13 sites and holding the franchises for marques such as Audi, BMW, Ferrari and Maserati. The business was appointed sole UK dealer for supercar brand Pagani Automobili in January this year.
Its acquisition of Jack Barclay in 2000 made it the largest Rolls Royce and Bentley retailer in the world. In 2011 it opened the world’s largest and most advanced dedicated Bentley service operation in Wandsworth.