The Fleet Auction Group
The Fleet Auction Group is a UK trade-only vehicle remarketing company operating live online auctions for cars, LCVs, HGVs, plant, motorcycles, WAVs, and trailers. It serves fleet operators, finance companies, franchised dealers, and government bodies from its 185-acre Loughborough facility.
- Company typePrivate
- Founded1998
- HeadquartersLoughborough, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What The Fleet Auction Group does
The Fleet Auction Group Limited (FLAG) is a UK-based, privately held trade-only vehicle remarketing organization headquartered in Loughborough, Leicestershire, founded in 2002. The company operates live online auctions for fleet operators, finance companies, government bodies, and franchised dealers across seven vehicle categories: cars, light commercial vehicles (LCVs), heavy goods vehicles (HGVs), plant machinery, motorcycles, wheelchair accessible vehicles (WAVs), and trailers. Its proprietary Livebid platform supports real-time online bidding, supplemented by a MyFLAG member portal, vendor API integrations, and a searchable inventory of more than 1,300 vehicles. The group includes the wholly-owned Protruck Auctions subsidiary operating from Doncaster for commercial vehicles and plant machinery.
FLAG generates revenue primarily through transaction fees: vendor commissions on hammer price, buyer's premiums (including a flat £295+VAT motorcycle fee), vendor entry fees, and ancillary storage and logistics services at its 185-acre Wymeswold facility. Its go-to-market is sales-led and account-based, requiring VAT registration and trade references from buyers, and direct enterprise contracts with fleet vendors such as Honda Finance Europe (16-year relationship), Enterprise Mobility, Arnold Clark Group, and GKL Leasing. Recent strategic moves include EV battery diagnostics through Aviloo (November 2025), integrated financing APIs with LE Capital (December 2025) and DF Capital (February 2026), a dedicated Arnold Clark car auction programme (May 2026), and EVA certification (December 2024), positioning the business for the UK's accelerating EV fleet transition while broadening its enterprise vendor pipeline.
The Fleet Auction Group firmographics
Firmographics- Name
- The Fleet Auction Group
- Legal name
- The Fleet Auction Group Limited
- Website
- https://fleetauctiongroup.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Fleet Auction Group is a UK trade-only vehicle remarketing company operating live online auctions for cars, LCVs, HGVs, plant, motorcycles, WAVs, and trailers. It serves fleet operators, finance companies, franchised dealers, and government bodies from its 185-acre Loughborough facility.
- Ownership category
- akta.pro rank
The Fleet Auction Group industry classification
Industry- Product category
- Vehicle Auction Services
- NAICS
- Automobile and Other Motor Vehicle Merchant Wholesalers (42311)
- SIC
- Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)
- akta.pro secondary industries
- Dealer-to-Dealer (B2B) Vehicle Remarketing Networks (TLABAKAB), Vehicle Transportation & Logistics for Remarketing (Pickup/Delivery, Marshaling) (TLABAKAG)
Keywords
Where The Fleet Auction Group is headquartered
LocationHeadquarters
- HQ city
- Loughborough
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
The Fleet Auction Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Vendor Commission: Commission charged to vendors on the price at which each vehicle is sold, according to published scale of charges. Vendors pay entry fees for vehicles entered for sale.
- Buyer's Premium: Fees charged to buyers on each lot sold. Flat buyer fee structure for motorcycles (£295 plus VAT) and transparent fees across all vehicle categories.
- Storage and Logistics Services: Vehicle storage and collection/delivery services at Loughborough facility
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Motorcycle Buyer Fee |
| Transaction based/ take rate | Pay-as-you-go | Vehicle Auction Fees |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
The Fleet Auction Group product offering
Product offeringCore offering
The Fleet Auction Group operates a UK trade-only vehicle remarketing platform, conducting weekly and monthly live online auctions of de-fleeted and remarketed cars, LCVs, HGVs, plant, motorcycles, WAVs and trailers. Vendors (fleet operators, leasing companies, finance companies, government) consign vehicles and pay entry fees and sale commissions; VAT-registered trade buyers purchase via the Livebid online platform and pay a buyer's premium per lot, with supporting services in collection, delivery, storage, NAMA vehicle grading and integrated stock funding.
Product overview
The Fleet Auction Group operates as a UK-based trade-only vehicle remarketing organization offering live online auctions across multiple vehicle categories. The core offering consists of the main auction platform conducting weekly and monthly sales for cars, LCVs, HGVs/commercials, plant, motorcycles, WAVs, and trailers. Supporting services include NAMA Vehicle Grading for consistent condition assessment, collection and delivery logistics, EV-specific services with Aviloo battery health checks, and integrated financing through LE Capital and DF Capital vendor APIs. The company also operates Protruck Auctions as a specialized commercial vehicle division and runs dedicated motorcycle auctions ten times yearly.
Differentiator
Problem solved
Functional benefit
Brands
- Protruck Auctions: A specialist division of The Fleet Auction Group focused on heavy commercials and plant machinery auctions, operated from Doncaster.
Products and services
- Live Online Vehicle Auctions Weekly and monthly live online auction programme for fleet cars, manufacturer closed auctions, vans, commercials, plant, wheelchair accessible vehicles, trailers, and motorcycles, conducted by experienced auctioneers via the Livebid platform. Targets VAT-registered trade buyers and enterprise vendors.
- Protruck Auctions (Commercial Vehicle & Plant Machinery) Specialist commercial vehicle and plant machinery auction division operating from the Doncaster site, handling trucks, trailers and industrial equipment for vendors and trade buyers.
- Motorcycle Auctions Dedicated motorcycle auction programme running 10 live online motorcycle auctions per year (February–November), featuring bikes sourced from manufacturers, leasing companies, finance providers and dealer part exchanges, graded using NAMA/Gold-Silver-Bronze systems.
- NAMA Vehicle Grading Service Standardised vehicle condition grading service for cars, WAVs and LCVs using the NAMA 1-5 scale, delivered by qualified vehicle assessors trained to NAMA standards and accredited by the Institute of Motor Industry (IMI) Quality Assured Programme.
- Collection & Delivery Services Vehicle logistics service managing collection and delivery of auctioned vehicles from FLAG's Loughborough facility, with professional transport agents handling customer interactions and pre-delivery inspections.
- Special Sales Events Bespoke auction events held at exclusive UK locations (e.g., rural manors, aristocratic halls) for customers seeking differentiated auction experiences beyond the standard weekly/monthly programme.
- Aviloo Battery Health Checks (EV) State of Health (SoH) battery diagnostics for electric vehicles provided through partnership with Aviloo, delivering independent battery condition assessments compiled in an Aviloo Battery Certificate for EV remarketing transparency.
Quantifiable outcome
- 100% sell-out rate achieved at April motorcycle auction
- +5 more outcomes
Companies that use The Fleet Auction Group
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
The Fleet Auction Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
The Fleet Auction Group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Arnold Clark GroupcoreMajor automotive retailer partnership offering approximately 120 cars every Tuesday in dedicated Live Online Car Auction programme. Vehicles physically onsite at Loughborough with viewing opportunities prior to sale.
- AviloocorePartnership for State of Health (SoH) battery checks covering both cars and light commercial electric vehicles. Aviloo provides accurate independent battery diagnostics with results compiled in Aviloo Battery Certificate.
- Enterprise MobilitycoreMajor fleet partnership for auctioning de-fleeted vehicles from one of the UK's largest vehicle rental and mobility companies. Significant increase in sales volume through FLAG's auction channels.
- Protruck AuctionscoreSister company operating commercial vehicle and plant machinery auctions from Doncaster site, offering trucks, trailers, and heavy equipment sales.
- National Association of Motor Auctions (NAMA)coreFLAG adopts NAMA Vehicle Grading scheme for consistent vehicle condition standards across cars, WAVs, and LCVs.
Scale indicators12 records
Recent moves8 records
Expansion highlights6 records
The Fleet Auction Group competitors and assessment
Company assessmentDirect peers
- Aston Barclay: A UK-based vehicle auction group with multiple physical sites and online auctions serving fleet vendors and trade buyers; competes with FLAG in used-car and LCV remarketing with comparable multi-site infrastructure.
- BCA Marketplace: The UK's largest vehicle auction operator, running live physical and online auctions across cars, LCVs, and commercial vehicles for fleet, leasing, and dealer customers — the primary direct competitor to FLAG in wholesale vehicle remarketing.
- Kinesis Vehicle Management: A UK fleet management and remarketing services provider offering auction and disposal services to corporate fleets, comparable to FLAG's enterprise fleet remarketing proposition.
- Manheim UK (Cox Automotive): Part of Cox Automotive, Manheim operates a large UK auction network (including the flagship Donington Park site) offering fleet remarketing, online auctions, and adjacent services directly overlapping with FLAG's core car, LCV, and HGV categories.
Emerging players
- Auto1 Group: A European digital used-car platform (Auto1.com, wirkaufen.deinauto.de) that has been expanding into the UK; competes for the digitally-enabled B2B remarketing segment where FLAG's online auctions also operate.
Broad incumbents
- Auto Trader Group: The UK's largest digital automotive marketplace connecting dealers and consumers across new and used vehicles; while not an auctioneer, it operates in the same remarketing-to-trade funnel and competes for fleet vendor marketing attention.
- Cox Automotive UK: The UK arm of Cox Automotive, parent of Manheim, offering a broader portfolio (dealer software, vehicle inspection, reconditioning, remarketing) that overlaps with FLAG's remarketing function as part of a wider automotive ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Fleet Auction Group social profiles
Digital presenceThe Fleet Auction Group compliance and trust
Trust signalCompliance4 records
The Fleet Auction Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Fleet Auction Group leadership team
Management profileNumber of profiles
Profiles11 records
The Fleet Auction Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
The Fleet Auction Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Fleet Auction Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Fleet Auction Group
What does The Fleet Auction Group do?
The Fleet Auction Group operates a UK trade-only vehicle remarketing platform, conducting weekly and monthly live online auctions of de-fleeted and remarketed cars, LCVs, HGVs, plant, motorcycles, WAVs and trailers. Vendors (fleet operators, leasing companies, finance companies, government) consign vehicles and pay entry fees and sale commissions; VAT-registered trade buyers purchase via the Livebid online platform and pay a buyer's premium per lot, with supporting services in collection, delivery, storage, NAMA vehicle grading and integrated stock funding.
Is The Fleet Auction Group a public or private company?
The Fleet Auction Group is a private company. It is classified as family owned and is currently operating.
When was The Fleet Auction Group founded?
The Fleet Auction Group was founded in 1998. It employs 51 to 100 people.
Where is The Fleet Auction Group based?
The Fleet Auction Group is headquartered in Loughborough, United Kingdom, in the Europe region.
How does The Fleet Auction Group make money?
Three revenue lines are on record. Vendor Commission is the primary driver. The others are buyer's Premium and storage and Logistics Services.
Who are The Fleet Auction Group's main competitors?
Direct peers on record are Aston Barclay, BCA Marketplace, Kinesis Vehicle Management and Manheim UK (Cox Automotive). Auto1 Group is listed as an emerging player. Broad incumbents are Auto Trader Group and Cox Automotive UK.
Does The Fleet Auction Group have an API?
No public API is recorded for The Fleet Auction Group.
What industry is The Fleet Auction Group in?
The Fleet Auction Group's product category is Vehicle Auction Services. Its primary akta.pro industry code is TLABAKAA, Wholesale Vehicle Auctions (Physical & Online), with a secondary code of TLABAKAB, Dealer-to-Dealer (B2B) Vehicle Remarketing Networks. Its NAICS code is 42311 and its SIC code is 5010.