Trade-only car rental specialist Flexible Car Hire is to re-brand as Flexible Autos from today to support its international expansion.
The company, based in Ware & Bury, said that its previous name was not easily translated in Europe.
Research suggested that the new name would be easier to remember and therefore an effective worldwide brand.
The car rental firm has also announced changes to its senior management team.
Sue Dixon, previously UK sales director, has been promoted to group managing director with Andy Dalton, formerly UK managing director moving into the position of group chief executive officer.
Jamie Manser, who was previously director of supply at Holiday Autos, has been appointed as group commercial director. Chantal Tomlinson and Andrea Elwell have also joined the sales team from Holiday Autos.
Flexible Autos has recently opened its newest location in Dubai serving the Middle-East and Asia and has plans to expand into the Nordic Regions in 2015.
Sue Dixon said "Flexible Car Hire has been an established brand here in the UK since 2007 but as we have expanded we have recognised that the name does not easily translate in many of our European trading locations.
"Our research suggested that the new name will be easier to remember and we believe that this change of name to a more recognisable worldwide brand will further cement our position as the UK’s No 1 car rental supplier to the travel trade."
She claimed Flexible Autos will stay agent friendly.
"We have spent a considerable amount of time talking to agents to understand exactly what they expect from us and, more importantly, what they need to help them to close the sale.
"In addition to changing our name, we have responded to their feedback with a new Freephone reservation number – 0800 2545101, a website with a fresh new look that is now even quicker and easier to navigate and we have also invested in more agency staff support with the introduction of a new Flexible Autos training portal which will ‘go live’ in September."
