Ford’s customer facing dealership group, Ford Retail, will be rebranding across its 65 UK sites under new brand name TrustFord. Currently, the business’ regional dealerships operate under numerous different titles and this was seen to be confusing for Ford Retail customers, who may not have fully recognised the unity of these sites and the full scope of the Ford brand.

Stuart Kerr, chairman and CEO of Ford Retail, says, “The rebranding of the Ford Retail group has been in development for some time and was put in motion following qualitative internal and external customer research.”

Ford Retail’s rebrand will have a significant impact on the company’s staff and stakeholders, as well as its customers. Ford Retail hopes that the unified brand name will help to strengthen links between its many retail outlets, thus creating a more concise and consistent understanding and practise of brand values.

Ford’s online retailers will also be rebranded as either TrustFord or TrustFirstParts. The company aim to reinforce the Ford brand name and make it appear easily accessible to all of its UK customers. Use of the word ‘trust’ implies that transparency and reliability are foremost in Ford Retail’s new brand strategy.

The rebrand was imagined and realised in cooperation with Good branding agency, Mediavest will handle the launch of the rebrand later in the year.