British auto dealer Vertu Motors has hired former Auto Trader franchise brand director Chris Penny as its new group strategic projects director.

Vertu Motors wants Penny to help the company develop its omnichannel car retail solutions for its customers. Penny (LinkedIn profile) announced his switch on LinkedIn. He said he wanted to join a business “with a culture, set of values, ambition and potential that I could believe in and help to improve.”

He paid tribute to the people at Auto Trader who, he said were “brilliant and passionate.” Penny recently helped Auto Trader introduce a Retailer Performance Masterclass (RPM) online hub, to support retailers by offering them a series of best practice tutorials.

Penny added in his post, “in January 2022, I’ll be joining Vertu Motors plc. A company I’ve worked with as an Auto Trader partner for a number of years and ticks all the boxes for me. A culture as strong as its balance sheet and so much more to achieve.”

Last month Vertu Motors increased its full year pre-tax profits forecast for the year ending February 2022 by £5 million to £70 million ($95 million U.S.), helped by increased supply of new vehicles during October and November, which the company was able to sell at higher margins due to high demand and limited supply of new cars.

“It is fantastic for the group that we have secured Chris Penny from Auto Trader to help us with our digitalisation in sales,” said Vertu Motors CEO Robert Forrester.

“This is not a rehearsal. Thanks for joining Chris.”

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