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Vertu Motors rebrands former Helston Garages Volvo dealerships

Vertu Motors' new Volvo Exeter signage

Vertu Motors has completed the rebranding of the Volvo Car UK dealerships it acquired as part of the £117 million acquisition of 28-site Helston Garages last year.

The AM100 PLC joined the Swedish premium carmaker’s car retail network with completion of the deal last December – also adding its first Ferrari dealership – after Yeomans snapped up 11 Volkswagen Group dealerships and Rybrook acquired the Porsche Centre Exeter from the £627m turnover business.

Now the Volvo sites in Barnstaple, Exeter, Taunton, Yeovil and Truro have been formally incorporated into the Vertu business through a showroom rebrand.

Vertu Motors chief executive Robert Forrester said: “I am delighted to welcome these Southwest Volvo retailers, colleagues and customers to Vertu Motors.

Inside a Volvo showroom“Volvo is a fantastic brand, that prides itself in its safety, heritage and design.

“Customers will still receive the same excellent service they are used to, delivered by familiar faces – just with new name above the door.”

Last month Vertu asserted that ‘scale is a key success factor’ in automotive retail in a five-month trading update detailing its rapid expansion through the addition of new dealerships across the UK.

The period covered by its March 2 update included its growth to become the UK’s largest BMW Motorrad retailer, its acquisition of Helston Garages and the opening of new Toyota dealerships in a West of Scotland territory inherited from Arnold Clark.

In total, 37 sales outlets have been added to group’s portfolio of 191 sales and aftersales outlets since December 1, 2021.

As part of its growth in the Southwest with new OEM Partner Volvo the group recently confirmed a partnership with EFL League One side Plymouth Argyle Football Club for the remainder of the 2022/23 season.

The deal will see its branding being displayed on the playing kit of the Pilgrims for the Papa John’s Trophy Final at Wembley against Bolton Wanderers.

The brand has also confirmed a partnership with Somerset County Cricket Club, with its branding to feature on the sleeve of the Club’s LV= Insurance County Championship and One-Day Cup playing shirts.

Vertu Motors will also become a One-Day Cup Big Screen Boundary Partner and T20 Live Stream Partner, in addition to featuring on the front of the Somerset County Cricket Club Women’s playing shirts.

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