Black Horse, Lex Autolease and Tusker are to be brought together under a new Lloyds Auto customer-facing brand as Lloyds Banking Group consolidates its motor finance, leasing and salary sacrifice operations.
The change will ultimately replace three of the UK automotive sector’s best-known brands with a single identity for dealerships, fleet customers, employers and motorists.
Lloyds said there would be no immediate changes for customers or business partners. Existing finance products, agreements, terms, services and support channels will continue operating as they do today.
The Lloyds Auto identity is to be introduced gradually, with customers and partners contacted directly when changes affect them.
No immediate dealer changes
Black Horse provides retail motor finance through dealerships, while Lex Autolease offers personal and business vehicle leasing alongside fleet management services.
Tusker specialises in salary sacrifice car schemes and joined Lloyds Banking Group’s transport division in 2023.
The banking group said customers and partners increasingly expected joined-up and easy-to-use services when choosing, financing, leasing and managing vehicles.
Bringing the businesses together will also allow Lloyds to concentrate investment on shared propositions, technology platforms and customer support.
Preston Rogers, interim managing director for transport at Lloyds Banking Group, said: “Black Horse, Lex Autolease and Tusker are trusted brands with strong heritage and deep expertise. Bringing them together as Lloyds Auto is about building on those strengths and setting our business up for the future.
“Customers and partners increasingly expect services that are simple, joined up and easy to use. Lloyds Auto will give us one clear brand through which we can focus investment, innovate at pace and deliver better experiences over time.
“For customers and partners, there is nothing they need to do today. Products, agreements and services continue as normal, and we will keep people updated as the brand change progresses.”
One brand for transport services
The reorganisation gives Lloyds a single customer-facing identity spanning vehicle finance, contract hire, fleet management and employee car benefit schemes and creates a common brand for the group’s work supporting the transition to electric vehicles.
Lloyds said the specialist expertise and customer service operations behind the three existing brands would continue under Lloyds Auto.
The announcement follows the banking group’s decision to move Halifax customers to the Lloyds brand as part of a wider simplification programme..
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