Adesa U.K., the subsidiary of digital auto marketplace for used vehicles OpenLane Inc, has rebranded to Openlane U.K.

Openlane UK’s parent company in North America made the strategic decision in May to combine the parent company brand and its U.S., Canadian and European digital marketplace brands into one single brand, Openlane.

The aim of the rebrand is to support the company’s ambition to make it easier for its customers to buy and sell used cars anywhere. It operates a dealer platform, Openlane Sell, to improve the supply of local vehicles for dealers. Openlane operates in more than 50 European countries.

In the U.K., the company said it has expanded its logistics network to ensure customers can benefit from seamless and efficient distribution.

Grainne van Berkum was appointed president of the new European company last month and said the company aims to “build the world’s greatest digital marketplace for used vehicles.”

“We are advancing that vision by bringing together all of our sellers, buyers and vehicles under in the UK and on the European continent,” she said.

“By leveraging the power of a global brand, we can accelerate innovation and improve the overall customer experience.”

In 2022, the Openlane marketplaces facilitated the sale of around 1.3 million vehicles, with a gross merchandising value of more than $23 billion, via an increasing number of franchise and independent dealers, OEMs, rental and recovery companies and fleet operators.

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