The BusinessCar Interview: Tim Porter, Lex Autolease

Date: 15 January 2015   |   Author:

"Our research said small businesses were very interested in the benefits of leasing, but didn't know what they were," Porter proclaims. "I come from an SME background so understand that side very well. We've got to compete with the convenience of outright purchase if we want to compete in that sector. They want good value and peace of mind."

The single biggest investment in the SME side for Lex Autolease has been in advertising to raise awareness of leasing for SMEs, branding it the "leasing revolution", and Porter claims credit for rivals responding in kind. "I think it may have been in response to us that Leaseplan has done television," he said, referring to the Leaseplan Go TV adverts. "I think it's good for the industry that we have stimulated growth in leasing."

As well as drawing in individuals and SMEs through the advertising, further SME volume is coming from the white-label leasing activity Lex Autolease operates for Volvo, Honda and Mitsubishi, and through broker partners. The SME focus leads full-circle to the investment in Lex's online presence.

"You can't afford to put someone in a car to talk the SME owner through the process and then have them come back and order one car," says Porter. "If you have a good digital proposition, people sometimes prefer it, and they will comes back." The rise in online banking at the expense of in-branch activity is, Porter claims, an example of this.

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