By Matt Dyer, President, Wheels
March 20, 2023
It’s an exciting time in the fleet industry, as we’ve recently announced our decision to align our newly combined company, previously known as Wheels Donlen LeasePlan, under the brand name “Wheels.” I see this as an important milestone in our integration journey, as it unites our team—and our customers—under one name, one brand, one mission.
We approached this decision very carefully, and we partnered with an external agency to help us select the best-possible name for our company. During the creative process, it became clear that the “Wheels” name offered a strong, established brand with its 80-year history in the market and its identity as the inventor of the industry. We’re moving forward with the Wheels name, but this is truly a new 
business we’re forming. This is The New Wheels, and I believe our name, logo, color palette, and tagline bring our new brand to life in a fresh, strong, and exciting way.
You’ll notice our new logo recognizes elements from each of our legacy brands—the Wheels name, the LeasePlan journey mark design, and the Donlen blue. I see these elements as a testament to the individual strengths each of our organizations have contributed to fleet.
We also have a new tagline, “Together Let’s Go Far.” We wanted this tagline to capture our mission—who we are, what we do and how we do it. Four simple words, but they carry a powerful message. “Together Let’s” represents two partnerships: first, the partnership we have with our clients as we work side by side to keep their business moving and second, the partnership we have as three organizations now operating as one team. It’s also an invitation—after all, we’re going on this journey together. “Go” is the perfect action word to describe the progress, motion, and advancement we offer our clients. We make it possible for clients to move their people and products in a safe, efficient, and innovative way—wherever the road takes them. And finally, “Far” captures the vision we have for our clients and for ourselves. It signifies the distances we’ll go for our clients and with them.
This tagline is our commitment to help our clients succeed, and, as President of The New Wheels, I’m very excited for the road ahead. We’ve got some incredible services to offer, and with the combined expertise of our team, we’re able to deliver innovative thinking, new products and technologies, and a more robust set of solutions. Together, we have over 140 years of experience across our legacy organizations, which now puts us in an even stronger position to anticipate, understand, and solve for our clients’ day-to-day fleet needs.
As we bring our businesses together, we’re doing so carefully, taking a measured approach to integration. Our passion for client success has not changed, and we’re committed to doing all we can to prevent disruption to our client or driver experiences—even as we build for the future. We’re excited to be working together under our new brand, sharing our collective capabilities and knowledge to better serve our clients and meet the challenges of the future.
Together Let’s Go Far
