The Fleet Auction Group

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.

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

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

• Vehicle auction services
• Fleet remarketing
• Live online auctions
• Commercial vehicle sales
• Trade-only auctions

Headquarters

HQ city

Loughborough

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. 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.
2. 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.
3. Storage and Logistics Services: Vehicle storage and collection/delivery services at Loughborough facility

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• Arnold Clark GroupcoreChannel Partner/ Reseller/ Distributor · 19 May 2026Major 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.
• AviloocoreTechnology or Integration · 18 November 2025Partnership 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 MobilitycoreChannel Partner/ Reseller/ Distributor · 1 September 2024Major 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 AuctionscoreStrategic or Co-development PartnerSister company operating commercial vehicle and plant machinery auctions from Doncaster site, offering trucks, trailers, and heavy equipment sales.
• National Association of Motor Auctions (NAMA)coreStrategic or Co-development PartnerFLAG adopts NAMA Vehicle Grading scheme for consistent vehicle condition standards across cars, WAVs, and LCVs.

Scale indicators12 records

Recent moves8 records

Expansion highlights6 records

Direct 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

• Xx.com/flagauction
• Facebookfacebook.com/FleetAuctionGroup
• LinkedInlinkedin.com/company/the-fleet-auction-group-limited

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Fleet Auction Group