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The start point for the best source of fleet information |
As well as contract hire volume, Motability and particularly public sector fleet sales are also targets to help build Hyundai's further growth, specifically with the i20 supermini, a car Wilson says isn't performing as well as the firm would like. "If the residual value and SMR is right with leasing companies then it's a real incentive for public sector discussions. If we get both right it's a really strong proposition," he comments.
The company also began the roll-out of its 27 Fleet Business Centres at dealers across the country last September. The centres are designed to tailor the buying experience for SME business operators, including specific purchase deals and contract hire rates for fleets of up to 10 vehicles.
"As a business, we now have all the processes in place: fleet, Hyundai Motor UK and dealerships are geared up to understand the fleet driver and buyer," says Wilson.
The brand's strengths don't only lie in the practical and financial.
"Our cars are good looking and have everything in for a business driver. As much as it's a case of value for money and whole-life cost, it's about styling and some customers looking to have a change," says Hyundai's fleet director. "They have dealt with a major manufacturer for years and years and want an alternative. I'm not for one moment saying it will be easy - we've got the right infrastructure - yet we still need to convince businesses we are the way forward. There are still people entrenched in their brands," Wilson says. "There are still people that don't understand our product, and if people don't know about it, then it's up to me to make sure I get my team in front of as many people as possible.
"The team has grown over the past 12-24 months, and we've got a team of really passionate people. Every form of sales needs people to be passionate about what they do, and every touch-point with Hyundai needs to be a good one."
Looking to the future, Hyundai is working hard on establishing itself as a leader in hydrogen fuel-cell technology, and the ix35 Fuel Cell model will be out on the road by late spring.
Fleet boss Martin Wilson predicts the brand will lease 20-30 vehicles this year, with the first orders already placed, and the company's own demonstration model due to arrive in April.
"We've got orders, but three areas have to be right: the second owner market, which is not quite there for now because it's a new technology; the infrastructure needs to be in place; and there needs to be greater awareness," he says. "The key for me is that it tells customers that we are at the forefront of technology, but I'm under no illusion that every one of our customers will put their hands up for one."
The early adopters include public sector organisations under pressure to make moves to improve local air pollution, and those with a vested interest in the hydrogen market becoming more established, such as refuelling operators.
"The City of London are really passionate because it drives down emissions," says Wilson. "To have a car like the ix35 that can be refuelled in three to four minutes and not have range or air pollution issues is exciting stuff."
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