New South of England home for Alexander Dennis as Trident House facility opens in Farnborough

News stories are free to read. Click here for full access to all the features, articles and archive from only £2.99.

The refreshed Alexander Dennis, Plaxton and AD24 logos will be rolled out gradually over the coming months, replacing the existing identity that had been in place since Alexander Dennis was established in 2004

Alexander Dennis officially opened its new Trident House facility in Farnborough on Wednesday 15 June. Trident House is the company’s latest ‘state-of-the-art’ facility which the manufacturer says will be critical to taking forward its new product development agenda and zero-emission mobility ambitions. The centre will be home to experts from across the business in engineering and test and development, as well as other key teams who will underpin expected future success for the company.

Trident House takes its name from the well-known Dennis Trident low floor chassis, which helped revolutionise accessible double-deck buses in the UK and across the globe in the 1990s. Legacy preservation was a key consideration in the design of the facility, which will additionally have a museum honouring the heritage of the Dennis brand and the people, knowledge, passion and expertise it encompasses.

To mark the start of a new era for Alexander Dennis, Trident House was opened by Paul Soubry, President and CEO of Alexander Dennis’ parent company NFI, at a company-wide ribbon cutting ceremony.

Alexander Dennis President and Managing Director Paul Davies said: “Our people are our most precious resource and even in these very challenging times, we have invested in creating a modern, bright working environment to benefit our valued team members, providing them with the space, support and services they require to be able to do their jobs to the very best of their abilities.

“Trident House underlines our commitment to the UK market and to the recruitment and retention of the essential highly skilled jobs that will underpin the transition to zero-emission mobility.

“We are incredibly proud of our history with Dennis having been established in 1895. Trident House is a positive reinvigoration of the Dennis brand which always has been synonymous with chassis innovation and engineering expertise. Our heritage and proven track record will play an important part in our continued business growth, both domestically and internationally, as well as providing a strong differentiator for Alexander Dennis compared to new market entrants.”

Alexander Dennis staff with the new Enviro400FCEV which broke cover for the opening. ADL











New brand identity

In addition to opening Trident House, ADL also launched what it called a ‘vibrant new brand identity’ that it says emphasises the company’s agility and innovation as it continues to lead the transition to zero emission mobility.

The new logos are intended to reinvigorate the established Alexander Dennis and Plaxton brands, supported by a ‘cohesive and crisp visual identity across all brand touchpoints.’ AD24 becomes the name for all the manufacturer’s aftermarket support, including spare parts, field service, call centres, workshops and training, as well as the online platform providing access to them.

Paul Davies added: “This is a defining moment for Alexander Dennis as we position ourselves even more clearly to our customers, suppliers and stakeholders.

“Our new brand identity sets out the values by which we measure ourselves. We exist to move people by designing, manufacturing and supporting the most reliable buses and coaches in the market. We use technology to be cleaner, greener, quieter and the choice for transport companies around the world. Our strong heritage proves that we will continue to deliver, time and time again.”

Development of the new brand identity was led by Group Marketing Executive Marina Matošević.

“Over the past year, we’ve had a very collaborative process involving team members across the entire business in which we analysed and determined who we will be as a company in the next ten to 20 years. This forward-looking spirit is distilled in our new identity,” she explained.

Group Marketing Executive Marina Matošević, who developed the new brand. ADL