The New Face of Fleet: Merchants Fleet Launches New Brand & Innovation-Focused Business Model

Written By: Amanda Rogers, Vice President, Marketing & Innovation

Hooksett, N.H. January 15, 2019 – Merchants Fleet, formerly known as Merchants Fleet Management, today announced the company is rebranding itself as the “New Face of Fleet” with new offerings, a fresh image, and an innovation-focused business strategy. Coming off a record-setting 2018, Merchants Fleet updated its image to more accurately align with its out-of-the-box approach and the company’s position as a top provider of fleet services nationally. Clients and the public are encouraged to visit to explore the company’s new branding.

Merchants has expanded its lease and services portfolio to over 74,000 vehicles under management and launched new service offerings for fleets from 1 to more than 5,000 vehicles over the past year. The company brought in a new CEO, Brendan P. Keegan, and expanded the senior leadership and sales teams. Merchants Fleet also hired more than 100 employees, including 20 fleet industry leaders, and brought in world-class CTO Jeanine L. Charlton. Merchants also put a focus on innovative fleet technology, services and business processes with its Chicago-based Innovation Center, and plans to launch its Innovation Office in New Hampshire this year.

“Given the historic year we had and how much Merchants evolved in that time, we needed our brand identity to better reflect our growth and business model,” said Keegan. “We’re excited to begin this new chapter while continuing what we do best: delivering exceptional service, staying flexible and nimble for our clients, and being innovative in our solutions.”

Merchants Fleet’s evolution is timely given the trajectory of the industry. According to a 2018 MarketsandMarkets™ industry report, the fleet management market is expected to grow from a $13 billion industry in 2017 to more than $28 billion by 2022.

The rebrand will launch with an employee summit on January 15th to set the company’s innovation goals for the year ahead and give staff a chance to celebrate with a red-carpet experience and promotional video premiere at a movie theater, as well as activities, food, music, and presentations by leadership. The summit is creatively themed “MISSION INNOV8.”

About Merchants Fleet: Merchants Fleet provides its customers with the most innovative fleet management experience nationally. The company partners with customers to optimize the mobility of their organization. Leveraging the brightest minds in the industry, real-time technology, data analytics, and a full range of products and services, Merchants Fleet elevates the fleet performance of a broad range of customers. Find out more at

Contact: Tracy Durocher, Director of Marketing, 603.606.4514, [email protected]

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