LDV to rebrand as MAXUS


Van maker LDV is to rebrand as MAXUS in April and launch two new models – the Deliver 9 and the electric E Deliver 3.

The rebranding is part of a move to consolidate the MAXUS brand across right-hand drive Europe.

In 2009, LDV was bought by China’s largest automotive manufacturer, SAIC, and was manufactured under the MAXUS moniker for the home market in addition to selected left-hand drive markets in Europe such as Spain, Belgium and The Netherlands.

In 2015, Dublin-based distributor, The Harris Group, secured the distribution rights to the brand for the UK, Ireland and right-hand drive Europe. Harris launched the flagship V80 and electric variant, the EV80 under the LDV badge.

But, according to Denise Harris, CEO of The Harris Group, now is the optimum time to consolidate the brand. “When it comes to changing a brand name, you have to think very seriously about the benefits and also the possible consequences and decide if it really is the right thing to do for the brand and the wider business,” she said. “The LDV brand is much-loved by many loyal customers but, with the advent of new models on new platforms that will undoubtedly change brand perceptions, I am confident that the market will welcome the transition.

“As the MAXUS brand grows, both in China and across Europe, and with more and more models and variants being introduced to the market, it makes sense for us to align with the global MAXUS brand.  As a company and main distributor, we are really excited to be part of this evolution and I think that our enhanced offering will inject new life into the LCV market.”

Mark Barrett, general manager of MAXUS UK and Ireland, said that 2020 will be a big year for the company with the launch of diesel panel van, the Deliver 9 and the E Deliver 3, which was unveiled last year at the Commercial Vehicle Show.

“With cutting edge design, a brand-new platform and 2.0-litre engine, the LDV Deliver 9 will be the brand’s most comprehensive and versatile offering to date. Available in a choice of three lengths, three heights and a choice of front or rear wheel drive, this van really is on another level.”

Formerly known as the EV30, the E Deliver 3 is a fully electric small van of zero emissions and an industry-leading battery range, clocking up to 198miles/320km (NEDC) or 168miles/270km WLTP2 range on a single charge.

The flagship LDV V80 will still be available under the LDV badge, while stocks last. The EV80 will also remain under the LDV name. 

“Until now, LDV has been known as a challenger brand and I believe that this year will see MAXUS emerge as a leading, premium mainstream brand that will deliver on spec, quality, technology and price,” said Barrett. “MAXUS is set to become synonymous with electric driving and we’re confident that the MAXUS EV range will be one of the top two selling EV LCVs for 2020.”

The MAXUS brand will have its first UK outing at CV show 2020 where it will have 12 body styles on display including the Deliver 9 (L1 H1/L2 H2/L3 H2), Motor Home and chassis cab, together with the E Deliver 3 short wheel base and platform chassis.  

The Harris Group, together with senior executives from SAIC MAXUS will formally launch the rebrand and reveal the new models at the CV Show on stand 5D110/Hall 5 at 11am on April 28 at the National Exhibition Centre, Birmingham.

Dan Parton
Dan Parton
Dan Parton is a former editor of Truck & Driver, the UK’s biggest selling truck magazine. He is now writes for The Van Expert and The Truck Expert.

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