Athenea names Richard Lodge as group aftersales director

Athenea Automotive Group has named Richard Lodge as aftersales director after the Brayleys‑Johnsons merger, a change that could affect dealer aftersales.

Key takeaways

• Richard Lodge becomes aftersales director at Athenea.
• Appointment follows the Brayleys‑Johnsons merger.
• Goal is to align aftersales operations across the group.
• Potential impact on dealer aftersales efficiency and profitability.

Background to the appointment

Athenea completed the merger of Brayleys and Johnsons earlier this year, creating a larger dealer network. The integration required a unified aftersales strategy.

To drive that, the group appointed a dedicated aftersales director to oversee service, parts and warranty functions across all locations.

Richard Lodge's experience

Richard Lodge brings over two decades of senior aftersales roles in the UK automotive sector. He has previously led aftersales teams at major franchise groups.

His track record includes improving service profitability and standardising parts inventories, which aligns with Athenea’s integration objectives.

Potential impact on dealers

Uniform aftersales processes may enhance parts availability and service turnaround times for dealers within the group. Consistent standards could also raise customer satisfaction scores.

Dealers may see new performance metrics and reporting requirements as the centralised team implements best‑practice procedures.

What this means for dealers

Dealers within Athenea should expect tighter coordination of service and parts functions, potentially leading to cost efficiencies and better warranty handling. Adjusting to new reporting and performance benchmarks will be essential to align with the group’s aftersales strategy.

Frequently asked questions

What role will the aftersales director play?

The director will oversee service, parts and warranty operations across all Athenea dealerships, ensuring consistent standards and improving overall profitability.

How might the appointment affect existing dealership contracts?

Existing contracts are unlikely to change, but dealers may be required to adopt new service procedures, reporting tools and performance targets introduced by the central aftersales team.

Will the merger and new leadership impact vehicle pricing?

The focus is on aftersales efficiency rather than vehicle pricing, so any price changes would be indirect, stemming from improved service margins rather than direct pricing policy.