MAZDA is extending its successful small fleet programme to a further 20 franchise dealers.
Launched earlier this year, the Business Development Programme sees dealers working with outsourced specialist sales teams.
Mazda’s fleet director Peter Allibon, said: ‘The feedback from the first wave of dealers has been very positive.
‘They are delighted that a frontline vehicle manufacturer is working hand-in-hand with them to develop fleet business. As a result, more dealers are now approaching us to join the programme.
‘Not only are dealers benefiting from the initial supply of new Mazda cars to fleets, but they will also see workshop business increase as a result of service, maintenance and repair work.’
Alex Bass dealer principal of the three Vospers Mazda franchises said ‘We established the group fleet business 18 months ago, which included a fleet manager, two fleet executives and a fleet administrator.
‘So, we had an existing presence in the local fleet market, but the Business Development Programme has given us significantly increased support and is helping to build long-term relationships. The extra knowledge and resources we now have access to provides invaluable support.
‘Although we are winning incremental business already, we are taking a long-term view. Keeping in touch with local businesses and being available when they require help, together with the competitive current Mazda model line-up and exciting new vehicles coming on stream, means we are confident of securing further small fleet sales opportunities.’
Allibon concludes: ‘The reaction from small fleet customers is equally encouraging as many businesses are experiencing a car manufacturer approaching them directly for the first time, with information and advice on company car acquisition and operating policies and procedures. The Programme has added appeal when customers are reminded that the entire Mazda range is stylish and features well-equipped cars at highly competitive prices.”
By the end of the first 12 months of the programme (April 2011) – Mazda forecasts incremental orders for 820 company cars from businesses operating less than 50 vehicles.
by JAMES BATCHELOR