Dealer group Wilson & Co has rebranded to be in line with its sister brand Drayton Motors from today, marking a milestone in the evolution of the business founded by Robin Wilson.
The business was founded by Wilson as a Vauxhall dealer but over decades has grown to represent multiple brands, particularly since its acquisition of Drayton Motors Kia more than a decade ago.
The rebrand, effective today, unifies the businesses under the Drayton Motors name, to strengthen its market position while maintaining the same customer first values that have defined Wilson & Co for decades, the company said.
The rebrand marks the start of a new era for the business, with further investment planned in customer experience, digital innovation, and community engagement.
“We’re incredibly proud of our heritage as Wilson & Co,” added Robin Wilson, now chairman of its parent company RJTK Automotive.
“That history remains part of who we are. But as Drayton Motors, we’re stepping forward with renewed energy and a clear vision for the future.”
New brand, same customer focus
Despite the new brand identity, the business emphasises that customers will experience complete continuity. All staff, locations, services, and customer commitments remain unchanged.
Managing director, Chris Roberts, said: “Today represents an exciting new chapter for our business. Rebranding to Drayton Motors allows us to build on our strong foundations while positioning ourselves for future growth.
“It aligns the group into one brand entity which helps streamline and enhance our marketing strategy and Group processes. What matters most is that our customers will continue to be looked after by the same dedicated team, with the same commitment to exceptional service.”
Following a comprehensive restructure that started with the appointment of Roberts, a former Vauxhall director and Drive Motor Group managing director, as RJTK’s managing director in 2024, the group has recently appointed Zoe Mallinson as its new finance director, Simon Reeves as operations director, Kevin Hardie as group aftersales manager and David Beney as group training manager.
Roberts said: “The restructure of the senior team was essential in cementing our position as a leading regional operator, whilst positioning the group for future growth. Both Simon and Kevin come with extensive industry experience, but more importantly for a growing business, a strategic group mindset.”
RJTK Academy launch
David Beney, who was UK & export training manager at Jewelultra for 11 years, will be building on the group’s successful leadership development programme that was launched in 2021 to create the RJTK Training Academy in 2026.
“David joins with a great pedigree in sales and product training, which is a key focus of the business as we further maximise revenue streams. We will continue to invest in our people with the development and launch of the RJTK Academy in 2026, building on one of the group’s core values to drive excellence for its people.”
Following a full strategic review of the business in 2024, the group added two Omoda Jaecoo dealerships in Grantham and Louth, and more recently, two BYD showrooms in Bolton and Boston, strengthening its representation of the popular new entrant brands. The group also represents KIA, Vauxhall, Peugeot and Suzuki from 10 locations across Lincolnshire and Lancashire.