The RJTK Group, which trades as Drayton Motors and Wilson and Co Motor Sales has dropped the latter in a repositioning of the group.
It said marketing two brands was inefficient and expensive and the move would improve its marketing.
Posting on LinkecdIn Chris Roberts, group managing director, RJTK Group said: “Today marks a new era in the evolution of our business as we adopt the group wide automotive trading name of Drayton Motors.
“Our Wilson and Co Motor Sales Ltd history will always be part of our DNA, but ultimately trying to market and run two brand names is both costly and ineffective.
“The change will align the company, improve our marketing cut through and streamline our processes.
“It will also fundamentally improve our customer experience and exposure, with better search results, visibility of stock and services, plus more peace of mind in our geographic coverage.
“I know our dedicated and committed team are fully engaged with the change and we look forward to leveraging the opportunity to exponentially grow our success and Customer experience levels.”
