Swansway has been prompted to rebrand its non-franchise used car sales operation following confusion by its customers. Originally branded ‘Swansway Select’, feedback suggested that the name had more in common with a finance or recruitment brand than auto retailing activities.

The retailer has since rebranded the operation ‘Swansway Motor Match’, with the change also visible online and onsite. The initiative is currently being trialled at the retailer’s Honda outlets in Bolton, Rochdale, Manchester and Stockport.