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EUI Limited
(trading as elephant.co.uk)
Wholly owned subsidiary
Industry Financial services
Founded 2000
Headquarters Cardiff, United Kingdom
Key people
Henry Engelhardt (CEO)
Brian Martin (Managing Director)
Products Insurance
Parent Admiral Group
Website www.elephant.co.uk

elephant.co.uk, a trading name of EUI Limited,[1] is a car insurance specialist which launched in August 2000. Its head offices are in Ty Admiral, David Street, Cardiff, Wales. The company also has offices in Swansea and Newport, and Halifax, Nova Scotia. It shares these with its sister companies Admiral Insurance, Diamond Insurance and Bell Insurance. The company is a subsidiary of the Admiral Group.

When it launched, elephant.co.uk was the UK’s first wholly online car insurance provider, although it also has call centres so customers are able to contact it.

The Admiral Group floated on the London Stock Exchange in September 2004; it is currently the only FTSE 100 listed company headquartered in Wales. It employs more than 5,000 people and has more than 3 million customers. The company’s turnover was £2.19 billion in 2011.

Henry Engelhardt is CEO of the Admiral Group and Brian Martin is currently Managing Director of elephant.co.uk.


Since launch, the face of elephant.co.uk has been the character of Trunkie, who is portrayed as an animated elephant. Trunkie also appears in the company logo. Trunkie, in his earlier form was a costume elephant on the advert. He never used to talk, unlike the new adverts.

Trunkie is currently voiced by Shaun of the Dead star Nick Frost.


From launch, elephant.co.uk has used many adverts. Earlier adverts feature a trunkie and an actor on a yellow background. In 2007 new adverts were made and had people in a jungle searching for cheaper car insurance. The elephant was heard in the background and in 2009 elephant.co.uk used an animated Trunkie who was voiced by Shaun Of The Dead star Nick Frost.


  1. ^ "Your privacy and security". EUI Limited. 2013. Retrieved 30 March 2013. 

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