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Fiat’s recent announcement that it is to
supply Britain’s leading driving school with
a 14,000 strong fleet of stylish Fiat 500s
as part of a four-year deal is in line with
the company’s local market strategy,
according to managing director Andrew
Humberstone. |
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Fiat’s recent announcement that it is to supply
Britain’s leading driving school, BSM, with a
14,000 strong fleet of stylish Fiat 500s as part
of a four-year deal is in line with the
company’s local market strategy, according to
managing director Andrew Humberstone.
While
thanking staff for helping to bring the deal to its
successful conclusion, Mr Humberstone commented: “This
landmark agreement forms part of our strategy to re-enter
the fleet market on favourable economic terms while ensuring
residual values are maintained. We have brought about a
fundamental change in our way of working which has resulted
in our company exiting negative contribution margin
business. This has allowed us to focus on retail customers
and lay the correct foundations for new fleet business
initiatives.
This new partnership with BSM marks a significant return for
us into the fleet sector and continues our strategy of
commercial growth, the driving influence of which is sound
economics, not purely volume.”
For some time, Fiat has been keen to address key elements of
its brand strategy, such as targeting a youthful customer
profile which will now take the company to the heart of
Britain’s High Streets and into the minds of BSM’s learner
drivers, some 130,000 of whom enlist to pass their test with
BSM every year.
Mr Humberstone continued: “We know that some 70 per cent of
all new drivers buy the brand of car in which they learned
to drive, so our opportunities for new and used car sales
are extensive. Furthermore our agreement with BSM includes a
special offer for L-drivers wishing to purchase a new Fiat
once they have passed their test, making our range even more
accessible and economical for new drivers. Our strategy is
not just about selling cars as we have been carefully
developing a more strategic approach so as to encourage
partnership agreements. As a simple rule of thumb, if we are
not making money at a local level, we would not be
interested in competing for the business. Our plan is to
take the brand up to a higher level. That’s why it’s
important to respect our customers by protecting residual
values.
Work has been ongoing with our Italian
colleagues to ensure additional supply of cars, which has
been achieved, without affecting either residuals or
existing dealer orders. Discussions have also been underway
with the whole-life-cost companies and the residual value
setters, which have confirmed that such a relationship is
strong for both brands and will not affect residual values
in any negative sense.”
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