Johnsons Cars and Brayleys will come together under a single new name, Athenea, as their owner moves to create one national identity across the combined AM100 dealer group.
The rebrand follows Athenaeum International Holdings’ acquisition of Johnsons Cars in 2025, which brought the two dealership groups under common ownership.
Earlier this month AWR Holdings, the parent company of Brayleys and Johnsons Cars according to Companies House, said it aimed to become one of the UK’s top three dealer groups. Achieving this AM100 ranking will require expanding turnover to nearly £5 billion through acquisitions, additional manufacturer partnerships and enhanced operational efficiency.
The new Athenea brand will begin rolling out across the business from late 2026, covering dealerships, digital channels and customer communications.
The combined group operates 79 franchise sales points representing 21 automotive brands and employs close to 2,000 people.
One identity for two groups
The new name has been nine months in development and is inspired by Athena, the symbol of wisdom.
It also references the group’s parent business, Athenaeum, while aiming to position the company as a modern, customer-focused dealership group.
Andrew Burn, deputy chief executive officer, said: “Since late last year we’ve tested, challenged and refined every option, analysing the market, consulting our manufacturer partners and assessing every shortlisted name to arrive at an identity that truly reflects who we are.
“Athenea is a strong, premium and credible name that speaks quietly to intelligence, strategy and leadership. It gives us one memorable identity that will build long-term value and strengthen what our customers already know and trust us for.”
The group said three principles guided the choice of name: trust and guidance, unity across the business and clear differentiation from competitors.
Rollout begins in late 2026
Burn added: “This is a significant milestone for the group and everyone in it, signaling the start of an exciting new chapter. Athenea represents more than a new name. It is the foundation of the group’s next phase of growth, bringing together the heritage, expertise and customer relationships of Johnsons and Brayleys under a single future vision.”
The group said customers would continue to see the same employees, dealerships and services under the new brand identity which will be introduced in phases and continue into early 2027.
Athanaeum International Holdings was incorprated in Jersey in July 2023, according to the Jersey Financial Services Commission Companies Registry.
Athenaeum first invested in Brayleys Cars in 2018 before acquiring Johnsons Cars in 2025.
The Jersey-incorporated business operates independently, with activities focused primarily in the UK and Europe. It is not part of AW Rostamani Group or any UAE-based business.
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