Online auction specialist Adesa UK has rebranded as Openlane UK in a move to streamline its car wholesale activities.

The change to the Openlane branding reflects the company’s commitment to making buying and selling used cars easy for customers

The move comes after Openlane Europe’s parent company in North America made the strategic decision to combine both the parent company brand and its digital marketplace brands in the US, Canada and Europe under a single brand, Openlane.

Grainne van Berkum, president of the European entity since early November 2023, said: “Our vision is to build the world’s greatest digital marketplace for used vehicles, and we are advancing that vision by bringing together all of our sellers, buyers and vehicles under openlane.eu on the European continent and under openlane.co.uk in the UK. By leveraging the power of a global brand, we can accelerate innovation and improve the overall customer experience.”

The change to the Openlane branding reflects the company’s commitment to making buying and selling used cars easy so customers can be more successful.

“In Europe, we continue to make cross-border sales easy by providing a secure one-stop-shop experience with best-in-class cross-border services and real-time delivery options. Our large and growing logistics network across the European continent and the UK ensures customers can benefit from seamless transactions and efficient distribution,” van Berkum explained.

“At the same time, our marketplace is increasingly making domestic sales easy. Our supply of local vehicles for instance is increasing, thanks to a rapidly growing dealer base, discovering the unique power of Openlane Sell. This modular dealer platform is designed to help dealers revolutionise their car sales experience through a range of flexible modules which put them in control of every transaction.”

She added: “The combination of our flexibility, digital capabilities, automotive experience and thorough market knowledge uniquely positions us in the car wholesale industry and allows us to continuously improve our products and services so our customers can be more successful.”

In 2022, Openlane’s marketplaces enabled the sale of some 1.3 million vehicles, with a gross merchandise value of over $23bn (£18.4bn / €21.1bn) across its growing network of franchise and independent dealers, OEMs, financial institutions, rental and recovery companies and fleet operators.

Earlier this year, Adesa consolidated its individual market platforms into a new integrated solution at adesa.eu – now openlane.eu – bringing a unified experience that enables customers to check across the entire range/.