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Audi is pushing its models to smaller fleets by using its 95 business development managers based in dealerships to more effectively build relationships with local businesses.
UK director Jeremy Hicks said they had traditionally focused on larger firms but that he wanted them to look at the "two-, three-, four-car fleets''.
"Their focus is to make the local case to local businesses, by introducing us and the brand. We are great at the big corporates as we are naturally on the choice lists, but I'm more interested in two-, three-, four-car fleets."
He continued: "These user choosers buy like retail customers. It's about building relationships. We do that through events, particularly ride and drive, and we encourage the business development managers to engage in direct mail activity to introduce themselves."
Hicks added that dealers do not always handle user choosers that "walk through the door" in the best way, often not giving them an opportunity to try a demo car. "But if we do a good job, then we will get on their choice list. It is not an easy road and takes pure hard work".
The carmaker is also trying to build its used-car network from 50,000 to 80,000 over the next three to five years, largely by remarketing ex-fleet cars. Hicks said Audi must "demonstrate to leasing companies that we are the best buyers for used cars". This will be achieved by dialogue with the firms: "We get together with a leasing companies' directors once a year and find out what we can do to help them".
He added: "Part of our growth plan is to improve our used cars businesses. They are a big enabler to sell new cars."
A customer satisfaction survey aimed specifically at fleet is also being developed, which will help measure the contentment levels of business buyers, said Hicks.
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