AX is a leading provider of vehicle accident aftercare services, supporting private drivers, fleets, dealerships, insurers and brokers across the UK. Established in 2002, AX initially focused on credit hire and accident management for franchised dealerships but has expanded its services to include credit repair solutions, claims management, replacement vehicles for fault- and non-fault accidents and breakdown assistance.
In 2019, AX underwent a major rebranding, unifying its subsidiary companies under the AX banner. The introduction of Motor Assist, an end-to-end incident management service, further strengthened AX’s position in the industry, offering a modular approach and enhanced technology for claims handling and customer service.
Today, AX and Motor Assist handle over 40,000 incidents annually, serving a diverse client base and employing several hundred staff, including 36 team members at its Bracknell depot.
Scott Hamilton-Cooper, AX’s chief commercial officer, has been with the company since 2005, starting as a claims handler and working his way up through various senior roles. With deep industry expertise and a commitment to innovation, Scott and his team continue to drive AX forward in an ever-evolving automotive landscape.
What sets AX apart?
AX is renowned for its customer-centric approach, seamless technology integration and a comprehensive suite of services that empower partners to boost efficiency and customer retention.
Scott said: “We’re all about using smart tech to make the whole accident and claims process smoother and quicker for our partners and their drivers. Because we handle everything in-house, we can keep things efficient and make sure people get the support they need without the hassle. Our nationwide network of expert repairers means vehicles are repaired to manufacturer standards, whether they’re petrol, diesel, hybrid or electric. And as more drivers switch to EVs, we’re making sure they get a like-for-like replacement to keep them on the road.”
Core services
AX’s comprehensive accident aftercare services meet the changing needs of dealerships, insurers, fleets and individual drivers. It’s core services include:
- First Notification of Loss (FNOL): AX’s industry-leading FNOL service manages the entire claims process, ensuring a smooth and transparent customer experience.
- Replacement Vehicles: A vast fleet of ICE cars and EVs ensures prompt replacements for affected drivers, minimising disruption.
- Agile Credit Hire Solution: This expedites vehicle repairs, meaning quicker turnaround times and getting drivers back on the road quickly.
- Motor Assist Incident Management: This growing end-to-end service manages all aspects of an incident, including reporting, repairs, breakdowns and windscreen replacements.
Company Culture and Values
AX’s core values define its work culture and customer service.
Scott added: “Our values really drive everything we do. We’re inspired to innovate – always looking for smarter ways to solve problems and improve what we offer. We deliver delight – making sure every customer experience is a positive one. And we’re big on respect and accountability, which means creating a supportive workplace for our team and being honest and transparent with our clients. We encourage fresh thinking across the business, which not only helps our people grow but also means we’re giving customers the best possible service, every step of the way.”
AX in Bracknell
AX’s Bracknell depot plays a crucial role in the company’s UK operations, providing vital support for the AX nationwide replacement vehicle service. With over 700 vehicles on-site and a dedicated team of 36 professionals, the depot ensures efficient service delivery to partners and customers alike.
Located in the Southern and Western business areas of Bracknell, AX benefits from strong connections within the Bracknell BID community. Employees at the Bracknell depot can take advantage of BID perks, such as the ‘I Work’ loyalty card, offering exclusive deals at local businesses and free shuttle bus transport from Bracknell Train Station to the business park.
Future growth and further innovations
“We anticipate significant growth, particularly in incident management through Motor Assist,” said Scott. ”We’re really focused on expanding our reach and capabilities, working with increasing numbers of fleets, franchised dealers, insurers and brokers across the UK. The continued rise of EVs presents new opportunities for the business, and AX is well-positioned to support the increasing number of electric vehicle drivers with its dedicated EV-for-EV service. We are looking forward to more innovations as well to support our partners in this crucial period as the nation transitions to zero emission vehicles.”
Exciting developments: EValuate
AX recently launched EValuate, a groundbreaking initiative aimed at supporting the move to electric vehicles. Through EValuate, drivers with ICE cars can opt for an EV as a temporary replacement while their car is being repaired. This allows drivers to experience electric vehicle ownership first-hand, with a view to promoting wider EV adoption across the UK, and is expected to gain significant traction throughout 2025 and beyond.
Partnering with AX
AX and Motor Assist are committed to helping drivers stay mobile after an incident, providing seamless support through an extensive network of dealer, fleet, insurer and broker partners.
For more information about AX’s services, visit: https://www.ax-uk.com/