ADESA rebrands to OPENLANE in Europe

New brand to make car wholesale easy so customers can be more successful.

November 21, 2023



ADESA Europe, a subsidiary of the leading provider of digital marketplace solutions for used vehicles OPENLANE, Inc. (NYSE: KAR), is excited to announce its rebranding to OPENLANE Europe. The change is following the consolidation of digital marketplaces earlier this year and reflects the company’s purpose to make car wholesale easy so customers can be more successful.

In May of this year, OPENLANE Europe’s parent company in North America made the strategic decision to combine both the parent company brand and its digital marketplace brands in the US, Canada and Europe under a single brand, OPENLANE.


Our vision is to build the world’s greatest digital marketplace for used vehicles, and we are advancing that vision by bringing together all of our sellers, buyers and vehicles under on the European continent and under in the UK,” says Grainne van Berkum, President of the European entity since early November 2023. “By leveraging the power of a global brand we can accelerate innovation and improve the overall customer experience.”

The change to OPENLANE stands for a fundamental change: it expresses the company’s commitment to making buying and selling used cars easy so customers can be more successful.

“In Europe, we continue to make cross-border sales easy by providing a secure one-stop-shop experience with best-in-class cross-border services and real-time delivery options. Our large and growing logistics network across the European continent and the UK ensures customers can benefit from seamless transactions and efficient distribution,” Grainne explains.

“At the same time, our marketplace is increasingly making domestic sales easy. Our supply of local vehicles for instance is increasing, thanks to a rapidly growing dealer base, discovering the unique power of OPENLANE Sell. This modular dealer platform is designed to help dealers revolutionize their car sales experience through a range of flexible modules which put them in control of every transaction.”

“The combination of our flexibility, digital capabilities, automotive experience and thorough market knowledge uniquely positions us in the car wholesale industry and allows us to continuously improve our products and services so our customers can be more successful,” Grainne concludes.

In 2022, the OPENLANE marketplaces facilitated the sale of approximately 1.3 million vehicles, with a gross merchandise value of over $23 billion, across a large and growing network of franchise and independent dealers, OEMs, financial institutions, rental and recovery companies and fleet operators.

About OPENLANE Europe (before: ADESA Europe)

OPENLANE Europe, a business unit of global vehicle remarketing and technology solutions provider OPENLANE (NYSE: KAR), makes used car wholesale easy for its customers so they can be successful. The company seamlessly connects OEMS, Fleet owners, wholesalers, and dealers with buyers in more than 50 countries across Europe. Its robust online car marketplace reduces risk, improves transparency and streamlines transactions. Headquartered in Belgium, OPENLANE Europe has sales operations in Belgium, France, Germany, Italy, the Netherlands, Spain, and the United Kingdom. For more information, visit


OPENLANE, Inc. (NYSE: KAR), provides sellers and buyers across the global wholesale used vehicle industry with innovative, technology-driven remarketing solutions. The company’s unique end-to-end platform supports whole car, financing, logistics and other ancillary and related services. Our integrated marketplaces reduce risk, improve transparency and streamline transactions for customers around the globe. Headquartered in Carmel, Indiana, the company has employees across the United States, Canada, Europe, Uruguay and the Philippines. For more information and the latest company news, visit