ALD Automotive | LeasePlan UK has officially debuted its new Ayvens brand identity in the UK, following its global launch in October 2023.

Ayvens is now the trading name of LeasePlan UK, with ALD Automotive UK following suit in due course

Ayvens is now the trading name of LeasePlan UK, with ALD Automotive UK following suit in due course.

The new branding follows ALD’s acquisition of LeasePlan in 2023 and forms an important part of the phased integration of the two legacy businesses in the UK, and the wider group’s long-term strategy.

Headed up by Tim Laver as newly appointed UK managing director, Ayvens will combine the experience and expertise of both legacy businesses, providing UK corporates, SMEs and private individuals with more sustainable mobility solutions. Its portfolio includes an end-to-end leasing service for cars and commercial vehicles, a suite of fleet management solutions, and a UK-wide salary sacrifice car scheme.

The merger of ALD Automotive and LeasePlan creates a leading global sustainable mobility player with a fleet of 3.4 million vehicles worldwide, said to include one of the world’s largest multi-brand EV fleets.

The group aims to drive digital transformation across all 42 countries in which it currently operates, improving the everyday life of its customers with a simpler, smarter and more sustainable experience.

Its vision is reflected in the brand’s slogan ‘Better with every move’ and the brand name itself, which merges the words ‘way’, ‘advance’ and ‘heaven’ to represent a journey towards the future. It’s accompanied by a symbol that represents the legacy companies coming together as one team and symbolises progress and dynamism.

Tim Laver said: “UK businesses are facing an increasingly complex and highly regulated transport landscape right now, which requires them to re-examine their fleet strategies in order to cut costs and carbon emissions.

“Our scale, sector expertise and insights from our team can not only help our customers to navigate these challenges, but turn them into opportunities for a greener, smarter and more cost-effective operating model.

“The launch of our new brand Ayvens in the UK marks an exciting chapter in our Group’s journey and for fleets across the UK. As a leading player in the mobility sector, we will leverage our position to shape the future of mobility and unlock new possibilities for our customers.”