GKN Wheels becomes Moveero

In October 2020 GKN Wheels & Structures was acquired by Aurelius Equity Opportunities SE & Co. KGaA. The new owners announced that the acquisition was completed on 26 November 2020 and since then, the company has been “planning for our future”. This means “listening to [its] teams internally as well as our external stakeholders-working to look at how we can work better and smarter together as we move forward”. But in practice the most noticeable immediate development is the decision to rename the business as Moveero.

Speaking at an online brand launch event, chief operating officer Phil O’Donnell explained that the re-brand is more than a name change and means evolving the company’s locations products and processes amongst other things. Tyres & Accessories asked for examples of what this might mean in practical terms, but so far, details are scant.

However, here’s quick look at the new corporate identity (see above) and, word has it, that a website related to the new brand is under construction.

Phil O’Donnell, Chief Operating Officer, moveero, commented: “The launch of moveero marks a significant landmark in our journey. Our new name and identity is undoubtedly bold and different and that’s quite deliberate; we want this change to mark a real milestone in our business and to be a real statement of intent.

“Although the new name is clearly important, this announcement is as much about the progress our business has made and how we are evolving to become more agile and dynamic in the way we operate.

“Today is about continuing to forge a new and confident path for our business and market leading products.  We will continue to use our unrivalled knowledge and globally renowned engineering expertise at the heart of the business to take us to the next level.  moveero is not just a new brand – it’s an evolution of GKN Wheels.”

As of November 2020, under its previous moniker GKN Wheels & Structures, Moveero employed around 900 people worldwide with four manufacturing facilities in the UK, USA and Denmark in addition to test centres in Italy and the USA. In 2019 GKN Wheels & Structures generated global sales of over £170 million.