Merchants Fleet has re-branded itself as the "new face of fleet."

Merchants Fleet has re-branded itself as the "new face of fleet."

Logo courtesy of Merchants Fleet.

Merchants Fleet has updated its branding and will no longer be known as Merchants Fleet Management, the fleet management company has announced.

The Hooksett, N.H.-based Merchants Fleet will now be referring to itself as the "new face of fleet," as it brings new services and an innovation-focused business strategy, according to the company. Clients and the public can now reach its website via

Merchants Fleet now manages more than 74,000 vehicles for fleets with as many as 5,000 vehicles down to as few as a single vehicle.

The company is coming off an active 2018 in which the company brought in a new CEO, Brendan Keegan, and expanded its senior leadership and sales teams. Merchants Fleet hired more than 100 employees, including CTO Jeanine Charlton.

For 2019, Merchants Fleet plans to launch the Innovation Office in New Hampshire.

Merchants Fleet is launching its rebrand at a Jan. 15 employee summit it's calling "Mission Innov8."

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Paul Clinton

Paul Clinton

Former Senior Web Editor

Paul Clinton covered an array of fleet and automotive topics for Automotive Fleet, Government Fleet, Mobile Electronics, Police Magazine, and other Bobit Business Media publications.

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