Autorama

Founded in 2004 by Andy Alderson, Vanarama, which operates under the parent company Autorama, has established itself as a significant player in the UK's vehicle leasing market. Initially starting with just three employees in a small office in Hemel Hempstead, the company has grown substantially over the years. Alderson's journey into vehicle leasing was preceded by a career in the food industry, where he honed his sales and business management skills, eventually selling his previous business before venturing into the automotive sector.

The core of Vanarama's business is providing vehicle leasing solutions for a wide range of vehicles, including vans, pickup trucks, and cars. The company serves both personal and business customers, offering a digital-first platform that simplifies the process of acquiring a new vehicle. Its business model is centered on earning commissions from the finance companies and manufacturers for each lease arranged. This e-commerce approach allows customers to select their vehicle, arrange financing, and finalize the lease agreement entirely online, positioning Vanarama as a 'digital dealership'.

A pivotal moment in the company's history was its acquisition by the Auto Trader Group plc in 2022 for a sum of £200 million. This strategic move integrated Vanarama's leasing expertise with Auto Trader's extensive online automotive marketplace, aiming to broaden the consumer offering to include leasing as a standard vehicle acquisition option. Prior to the acquisition, Vanarama had already demonstrated strong growth, reporting revenues of £75 million and a pre-tax profit of £6 million in 2021. The company is also known for its marketing and sponsorship deals, such as its partnership with the National League, which has increased its brand visibility significantly.

Keywords: vehicle leasing, automotive e-commerce, van leasing, car leasing, contract hire, fleet management, digital dealership, Auto Trader Group, commercial vehicles, personal leasing