Grosvenor Leasing has announced a shift in its strategic direction as well as launching a new brand as it prepares to meet the future needs of businesses with vehicle fleets.

Established over 40 years ago, Grosvenor is the UK's largest privately-owned contract hire, fleet management and EV salary sacrifice specialist, funding and managing over 20,000 cars and vans.

Extensive customer and industry research found a shift towards sustainable, flexible, and technology-driven transportation solutions, driven by environmental concerns, changing work patterns, and the preferences of a new generation.

Yet, despite the increased use of technology, Grosvenor's research also reinforced the desire that software should enhance, but not replace, traditional customer service. The ability to talk to someone remains key, with customers and drivers not wishing to do everything through an App.

Grosvenor's rebrand reflects its expanding portfolio of fleet funding and management solutions to meet the future needs of more agile workforces, offering greater choice as to how employees get from A to B. Customers demand leading digital solutions underpinned by people and personal service.

Lee Brown, managing director, said: "The move to EVs, the importance of ESG (environmental, social and governance), wellbeing and CSR (corporate social responsibility) are all driving change, with AI also set to transform our lives. Younger and more tech-savvy drivers are poised to drive change and are far more environmentally aware than previous generations.

"As a result, we are readying ourselves for a future where flexible app-based, sustainable travel solutions will be used alongside, or even instead of, traditional company cars and grey fleet.

"However, our research confirmed our longstanding belief that we need to continue to uphold our values, by working with integrity, excellence and agility, plus prioritise the personal touch by offering even greater access to our staff and management in a market increasingly focused on digitisation.

A modernised approach with our consistent, established values."