Johnsons Cars and Brayleys have come together under a single new name, Athenea Automotive Group. Inspired by Athena, the symbol of wisdom, Athenea is a nod to the group’s parent business, Athenaeum.
The full rollout of the brand across dealerships, digital channels and customer communications is expected to begin at the end of 2026 and continue into early 2027.
Andrew Burn, deputy chief executive officer, said: “Since late last year we’ve tested, challenged and refined every option, analysing the market, consulting our manufacturer partners and assessing every shortlisted name to arrive at an identity that truly reflects who we are.
“Athenea is a strong, premium and credible name that speaks quietly to intelligence, strategy and leadership.
“It gives us one memorable identity that will build long-term value and strengthen what our customers already know and trust us for.”
Three guiding principles behind the branding were trust and guidance, so customers have a name s they can rely on at every stage of car ownership, unity, and clear differentiation.
Burn said: “This is a significant milestone for the group and everyone in it, signaling the start of an exciting new chapter. Athenea represents more than a new name.
“It is the foundation of the group’s next phase of growth, bringing together the heritage, expertise and customer relationships of Johnsons and Brayleys under a single future vision.”
