AWR Holdings UK, the group behind the merger of Brayleys Cars and Johnsons Cars earlier this year is working on a rebranding of the business.
The announcement comes nine months after the physical merger of the two businesses, in September 2025.
Since then, it has focused on integration, operational continuity and building the platform for its next phase of growth while protecting service for customers and the stability of its 1,934-strong team.
Work is underway on a new brand identity for the combined business and most centralised operations are expected to be in place by the end of the year.
In the meantime, both Brayleys Cars and Johnsons Cars will continue to trade under their existing names.
Operating 79 franchise sales points across the UK and representing 21 automotive brands, the combined group offers customers access to one of the broadest vehicle portfolios through a single relationship.
Central to the group’s growth strategy is the preservation and development of its manufacturer partnerships.
The group also plans to work alongside its partners to unlock more value from the existing estate by introducing additional brands at sites with capacity to represent more than one manufacturer.
Sara Harris, group chief customer officer, said: “We have spent the past few months doing the hard work properly; retaining our people, supporting our manufacturer partners and building the foundations of a stronger combined business to deliver something unique and exciting.
“The opportunity is to create a group that can support customers at every stage of their life, with the right car, the right advice and a consistently seamless experience.
“We are under no illusion that integration at this scale takes time, but the direction is clear. The focus for 2026 is getting the fundamentals right – people, process and customer experience. Commercial returns will follow as the business matures.
