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Taylor says there has been movement with fleet replacement cycles, with companies moving from a four-year to three-year cycle. That means fleet is becoming like the retail market, with those manufacturers that have fresh, new product able to better compete.
Taylor says: "The fleet market is mimicking retail more and more in terms of product life cycles and we have felt that. We've got a very strong year in terms of new product coming out and we need to be on the offensive."
The Astra is a massively important vehicle for Vauxhall in the UK and the new model is expected to boost its fleet volumes by 30%. This would put the Astra into a fight with the Ford Focus to be the top-selling fleet model in the UK. Vauxhall needs the new addition to increase volumes by around 10,000 units to become market leader.
Vauxhall will be using the same fleet strategy it introduced for the Insignia and new Corsa on the new Astra. The manufacturer reduced the pricing on both to position them ahead of the pack in terms of whole-life costs. It means that when fleets are looking at a basket of vehicles on choice lists, the Vauxhalls will be at the top. Taylor, however, would not confirm how much of a price drop the Astra would see.
Like with the Insignia and Corsa, Vauxhall is also engaging with residual value setters early to improve the Astra's RV position, and reducing the model's exposure to short-cycle business will be key. ?The brand has been restricting this type of business to a "much more considered level" following a cultural change at the firm over the past three years.
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