Peacock Automotive has announced a change in branding to reflect its commitment to bringing top car lines to the Lowcountry.

The former New River Auto Mall, established in 2002, now will be doing business as “Peacock Auto Mall.”

The automobile retailer’s new name and logo were released during an unveiling event on Thursday, Sept. 7. The exterior rebranding was recently completed on U.S. 278 just outside Bluffton, S.C.

“We were excited to celebrate our fifteenth anniversary this year and wanted to celebrate in a very special way,” said Warner Peacock, president and CEO of Peacock Automotive. “The rebranding of Peacock Auto Mall now associates the family name with the property along with showing the connections to our other dealerships.”

As part of the changeover, the company has changed the look associated with the brand, Peacock said.

“We softened up the logo and made some color modifications that better represent the current identity of our company," he said. "We also added a silhouette of a car to evoke the sense of excitement you feel when test driving the inventory at our dealerships.”