Lloyds Banking Group has announced the launch of Lloyds Auto, a single customer-facing brand that will bring together its motor finance, leasing and salary sacrifice businesses. The move affects Black Horse, Lex Autolease and Tusker, all of which will now operate under the Lloyds Auto name. The bank, which has branches in Birmingham, confirmed the change on 16 October 2026.
What the change means for customers
According to Lloyds, there are no immediate changes for customers or partners. Existing products, agreements and services continue as normal. The Lloyds Auto brand will be introduced gradually over time, and customers and partners will continue to be supported through existing channels.
The banking group said the change aims to create a simpler, clearer experience for motor finance, leasing and salary sacrifice customers and partners. It also allows the company to focus investment and innovation under one brand.
Leadership statement on the rebrand
Preston Rogers, Interim Managing Director, Transport at Lloyds Banking Group, said: “Black Horse, Lex Autolease and Tusker are trusted brands with strong heritage and deep expertise. Bringing them together as Lloyds Auto is about building on those strengths and setting our business up for the future.”
Rogers added: “Customers and partners increasingly expect services that are simple, joined up and easy to use. Lloyds Auto will give us one clear brand through which we can focus investment, innovate at pace and deliver better experiences over time.”
Scam warning issued to customers
The bank also issued a warning about potential scams during the transition. In a statement, Lloyds said: “Customers and partners will be contacted directly when they need to know about any changes. We will never ask customers to move money, transfer funds or share security details as part of this change. If anyone contacts a customer asking them to do this, it is a scam.”
Lloyds emphasised that there is nothing customers or partners need to do today. Existing products, agreements and terms are unchanged.
Competitive landscape in the UK motor finance market
Lloyds faces competition from several major banks and building societies in the motor finance sector. Its rivals include HSBC UK, Santander, Barclays and NatWest, as well as the Co-operative Bank. Building societies such as Coventry, Skipton and Yorkshire also operate in the same market space.
The launch of Lloyds Auto is part of a broader trend among financial institutions to simplify their product offerings and strengthen brand identity. The gradual rollout means customers and partners will see the Lloyds Auto name appear over time, while the underlying products and services remain unchanged.
