2020 is already shaping up to be a momentous year for LDV with today’s announcement that from April, LDV will rebrand as MAXUS across right-hand drive Europe.
The rebrand coincides with the launch of two new models that will underpin the brand’s transformation; the all-new Deliver 9 and the newest EV in the brand’s stable, the E Deliver 31.
In 2009, LDV was bought by China’s largest automotive manufacturer, SAIC, and was manufactured under the MAXUS moniker for the home market in addition to selected left-hand drive markets in Europe such as Spain, Belgium and The Netherlands.
In 2015, renowned Dublin-based distributor, The Harris Group, secured the distribution rights to the brand for the UK, Ireland and right-hand drive Europe. Harris has a strong heritage in commercial vehicles and launched the flagship V80 and electric variant, the EV80 under the LDV badge, which had retained strong brand recognition in the UK and Ireland.
The brand has since been firmly re-established in both markets with a loyal following and many marquee clients, supported by a strong dealer network, which is poised for further growth this year.
But, according to Denise Harris, CEO of The Harris Group, which was founded by her late husband, Pino in the 1960s, now is the optimum time to consolidate the brand as MAXUS enters a new era of automotive excellence.
“When it comes to changing a brand name, you have to think very seriously about the benefits and also the possible consequences, and decide if it really is the right thing to do for the brand and the wider business. The LDV brand is much-loved by many loyal customers but, with the advent of new models on new platforms that will undoubtedly change brand perceptions, I am confident that the market will welcome the transition,” said Denise Harris.
“As the MAXUS brand grows, both in China and across Europe, and with more and more models and variants being introduced to the market, it makes sense for us to align with the global MAXUS brand. As a company and main distributor, we are really excited to be part of this evolution and I think that our enhanced offering will inject new life into the LCV market.”