Athenea appoints Dee Vije to lead property strategy

Athenea Automotive Group has appointed Dee Vije to direct its property strategy across the combined 79‑point Brayleys and Johnsons dealership estate, a move that could sharpen the group’s asset management and support future expansion for UK motor retailers and improve profitability.

Key takeaways

• Dee Vije joins Athenea to lead property strategy.
• The role covers the 79‑point Brayleys and Johnsons estate.
• Strategy aims to optimise assets and support dealer growth.
• Appointment signals stronger focus on estate management.

Appointment details

Dee Vije has been recruited to head the property strategy for Athenea Automotive Group. The appointment follows a period of consolidation within the group's dealer network. Vije will report directly to the group’s senior leadership team.

Vije previously held senior roles in real‑estate management for automotive retailers, bringing extensive experience in site acquisition and portfolio optimisation.

Vije’s mandate includes reviewing existing leases, assessing site performance and recommending investment priorities. She will work closely with regional managers to align property decisions with sales forecasts and local market conditions.

Scope of the dealership estate

The role covers the combined 79‑point estate of the Brayleys and Johnsons brands. This network spans a mix of city showrooms, regional service centres and new‑car perimeters. Managing such a diverse portfolio requires coordinated planning across multiple regions.

The estate includes flagship city locations, suburban outlets and regional service hubs, each contributing differently to revenue streams. Balancing high‑traffic sites with cost‑efficient regional centres is a key challenge for the group.

Recent market analysis shows that dealer premises in high‑density urban areas command premium rents, while peripheral locations benefit from lower overheads. Aligning the estate mix with these trends will be central to the new strategy.

Strategic objectives

Athenea aims to streamline site utilisation, reduce overheads and identify opportunities for expansion or rationalisation. The strategy will also focus on aligning property decisions with sales targets and customer experience goals. Expected outcomes include higher return on investment and stronger brand presence.

Implementation will be phased over the next 12 months, beginning with a data‑driven audit of all sites. Success will be measured by reduced vacancy rates, improved utilisation ratios and increased contribution margin from property assets.

What this means for dealers

Dealers within the Athenea group can expect clearer guidance on site performance and potential redevelopment programmes. Enhanced property oversight may lead to more consistent standards across showrooms, potentially improving trade margins and customer appeal.

If the strategy identifies under‑performing sites, dealers may be consulted on potential relocations or re‑configurations. This collaborative approach aims to preserve dealer relationships while enhancing the overall asset portfolio for Athenea.

Frequently asked questions

What experience does Dee Vije bring to the role?

Dee Vije joins Athenea after senior positions in automotive real‑estate, including overseeing portfolio optimisation for a national dealer group. Her background includes negotiating lease agreements, managing site acquisitions and driving cost‑saving initiatives, which equip her to lead the group’s property strategy.

How might Athenea's property strategy affect dealer operations?

The new strategy could result in more efficient use of showroom and service centre spaces, potentially lowering operating costs. Dealers may also see coordinated development plans that align property decisions with market demand, helping to maximise sales potential and improve overall profitability.