Athenea Automotive Group has appointed Richard Lodge as group aftersales director to align operations following the Brayleys-Johnsons merger.
Lodge will lead service, parts, warranty and customer-retention activities across the combined dealer group, which represents 21 franchise brands through 79 sales points.
His initial priorities will include aligning aftersales practices across the former Brayleys Cars and Johnsons Cars businesses, which merged in 2025.
The appointment gives aftersales dedicated senior leadership as Athenea continues integrating the two businesses and identifying best practice across the group.
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Lodge brings Brayleys and Johnsons experience
Lodge has spent the past nine years with Brayleys, most recently as franchise director.
He also previously worked as general manager at Johnsons Honda Oxford, giving him experience of both sides of the merged group.
His automotive career began in the service department at Rover and Land Rover Oxford before he moved into vehicle sales.
Lodge has since worked across both sales and aftersales functions and with several of the manufacturers now represented by Athenea.
Sara Harris, chief customer officer at Athenea Automotive Group, said: “Aftersales is a central part of what we do for our customers, and it deserves dedicated senior focus as we bring Brayleys and Johnsons together.
“Richard understands the opportunities that come with bringing these two successful organisations together, and he has the experience and credibility to lead the next phase of our aftersales development.”
Customer retention is central priority
Lodge identified customer retention as the principal measure of success for the group’s aftersales strategy.
He said: “If there is one priority that will define our success, it is customer retention.
“Our industry is evolving at an unprecedented pace, with rapid technological change, rising customer expectations and increasing competition.”
While attracting new customers remained important, Lodge said sustainable growth depended on building longer relationships with existing customers.
He added: “My focus is on ensuring we deliver an aftersales experience that gives customers every reason to return.
“That means combining outstanding service, expert advice, and genuine value at every touchpoint.
“By consistently exceeding expectations and putting the customer at the heart of everything we do, we can strengthen loyalty, grow our business, and create long-term success for both our customers and our teams.”
The appointment forms part of Athenea’s continuing integration programme, which is bringing together processes and expertise from Brayleys and Johnsons.