AutoNation to Rebrand Dealerships
The nation’s largest dealership group is about to become a little more recognizable. Starting tomorrow, AutoNation will begin to remove regional brand names from most of its 221 stores across the country, starting with 22 Maroone dealerships in south Florida. 
The 210 dealerships that will be rebranded are all of the company’s mass-market brand stores, which account for 82% of its sales volume. The luxury-brand stores will not bear the AutoNation moniker.
The plan to eliminate the local market brands was 13 years in the making and will conclude by the end of 2Q13. AutoNation “laid a foundation for this transition by investing more than $3.7 billion” in facilities and developing best practices in its dealerships and service center, said Chief Executive Mike Jackson in a statement.
The auto group is also planning a $50 million digital upgrade that includes new websites for its dealerships, as well as an online shopping portal.
Fort Lauderdale, Fla.-based AutoNation revealed the rebranding plan in its annual earnings report, during which it also announced a net-income jump of 20% in 4Q12 to $83.2 million. Its full-year profits increased 12% to $316.4 million. Meanwhile, revenue from finance-and-insurance operations shot up 20% last year, to $571.2 million from $474.5 million in 2011.
Seen above is Jackson with AutoNation Chief Operating Officer and President Michael Maroone at AutoNation Chevrolet of Fort Lauderdale, the first franchise to be rebranded.
