RBS Insurance to rebrand as Direct Line Group

The new name and logo has been expected since the business’s owner, state owned Royal Bank of Scotland, was told it must sell, float or part float its car and home insurance operation by the end of 2012 under European Union rules on accepting government aid.

Direct Line RBS

RBS was bailed out by the government in 2008 at the onset of the financial crisis and is now 83% owned by taxpayers.

The insurance business has been looking to develop distinct propositions for its main brands before it is offloaded.

It recently appointed former British Gas commercial chief Rick Vlemmiks to the role of chief marketing officer to oversee marketing strategy for its UK brand portfolio, which also includes Green Flag and Privilege.

A spokeswoman for RBS Insurance declined to comment. The rebrand is expected to be unveiled next week.

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