We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive all cookies on the Business Car website. However, if you would like to, you can change your cookies at any time
The start point for the best source of fleet information |
Any salesperson will tell you that the buying process starts online - even if doesn't end there. Car dealers expect customers to have swotted up by the time they set foot on a forecourt, and your average company car driver is no different. Give them a choice list, and many will immediately log onto the configurator page and spec up their next set of wheels.
It is one of many reasons why manufacturers should ensure their websites cater for the fleet sector. Some favour style over substance, and court retail buyers with an abundance of lifestyle imagery and self-promotional features; others understand the value of business car customers and go the extra mile to create useful and relevant sites to assist fleets and company car drivers. That is what we look for in our annual manufacturer website analysis. We like smart, fresh sites as much as anyone else - and we commend them - but in our book, the best should make key fleet information easily accessible and prove useful for drivers and managers alike.
Our assessment is not limited to the websites themselves. We test manufacturers' responses to email and live chat services, we call the phone numbers published on their sites, and we examine their social media accounts, all with fleets' needs in mind.
Usually a frontrunner but typically not top of the pile, Mercedes' website aced it this year, up three places. Its slick look gives it the edge over the plethora of bland, white pages, but it has also made key information easier to find, which was its Achilles' heel in the past.
Vauxhall always charts prominently, and only fell to second this year because the site is undergoing a revamp. The manufacturer candidly told us that it had temporarily switched off its fleet tools while work progressed, said the updated version will be live in a matter of weeks, so watch this space.
Those two manufacturers increased their percentage scores over 2021, rising from the 60s into the 70s, while Nissan made the biggest leap up the table of any brand, from 10th to fourth.
However, this was largely due to a drop in scores among the bottom half, all of which were clustered in the 40-50% bracket (sixth and seventh place were north of 50% last year).
The bottom three - Ford, Hyundai, and Audi - were plagued by issues such as drab and uninformative social media, sub-par customer service, and submerged or non-existent information.
In late July and early August, we scrutinised the websites of the 10 best-selling manufacturers according to 2021 SMMT full-year fleet registrations. We began with the main fleet and business page and navigated to other areas of the site where necessary. We examined 10 areas and scored them from one (lowest) to 10 (highest), which generated a percentage. Where a particular service was not available (for example, no brochure or phone number) we score zero.
We like sites with content of value to fleets and company car drivers and, when we interact with them, manufacturers that respond quickly, clearly, politely, and with relevant information. We also contact each OEM's press department and ask if the fleet pages have been updated in the past year.
https://www.audi.co.uk/uk/web/en/find-and-buy/business-and-fleet.html
Ease of use: 3/10
The configurator is the gateway to key vehicle information, and it's up to you to figure that out. Other pages are light on core details.
Design: 4/10
Smart and business-like, but more sober than its previous - and more interesting - tiled layout. It's lost a bit of flair.
Configurator: 5/10
The page-by page format is clear and easy to follow, but you'd think Audi would have something a bit snazzier than static images, especially when the BMW and Mercedes configurators are so good.
Brochure download: 0/10
No change from last year. As far as we can tell, Audi does not have brochures on its website.
Email response: 4/10
Replied four days after we emailed (our eighth response) with a brief but correct answer.
Phone help: 4/10
Starts with an automated system but quickly passed to a human. Very polite, checked details and answered within six minutes. Asked for a lot of personal details, though.
Dealer finder: 3/10
Much easier to find than it used to be, so that's an improvement. Core info is there, but nothing special.
Social media: 3/10
Posts are predominantly self-promotional across all channels, although YouTube contains some potentially useful explainer videos, covering its apps and EVs.
Mobile site: 9/10
It loads neater in mobile form, because lots of information is packed into succinct little dropdown boxes. Seems to have been designed for mobile first.
Extras: 9/10
There are TCO and contract hire calculators, the EV-4-Me tool to establish suitability for electric, and there's a comprehensive range of information for managers and drivers.
Verdict: 44%
https://www.bmw.co.uk/en/topics/buying/business-corporate/fleet-managers.html
Ease of use: 5/10
Tap the 'models' tab at the top of the page and a drop-down box instantly gives you the basic price. Another tap on the 'build and price' brings up the configurator and more info.
Design: 1/10
Functional, but the fleet pages haven't changed in years, and you've got to squint to see the font on the desktop version.
Configurator: 9/10
Blends form and function exceptionally well. The vehicle display is very malleable, key figures are constantly displayed at the bottom and the right-hand bar is brimming with info. It also addresses equipment shortages.
Brochure download: 4/10
Really easy to access via a link at the bottom of the page, but you can't download one without handing over your personal details.
Email response: 7/10
The seventh manufacturer to reply, and did so the day after we sent our email. Accurate and enthusiastic response.
Phone help: 3/10
After a roulette of being passed to 'someone who can help you', we ended up at the parts department of a dealer in Cardiff, and still didn't get an answer.
Dealer finder: 1/10
A click from the fleet homepage, but you have to squint at the font. You can book a service or appointment, but nothing more than that.
Social media: 4/10
Similar to Audi in that YouTube is the least self-promotional strong point. Model explainer videos and how-to guides may be of use to fleets.
Mobile site: 7/10
Not as slick a rearrangement as Audi, but not bad. The main thing is that the literature is far more legible on the mobile site, compared with the desktop version's minuscule font.
Extras: 10/10
Nine downloadable guides for fleet managers, although a couple could do with updating, plus explainer articles for drivers and a chauffeur guide.
Verdict: 51%
Ease of use: 1/10
Fleet pages are geared to vans, so you need to head to the main homepage to find a car's price. You'll need the brochure or configurator for anything more than that.
Design: 3/10
Another one that hasn't changed for a long time. The plain, white background with blue headers is on-brand, but it is not particularly inspiring.
Configurator: 1/10
A bit on the clunky side - the interior view stalled when we clicked on it - and rivals generally do a better job of presenting information.
Brochure download: 7/10
You have to look for them - they're at the bottom of individual pages on the non-fleet site - but there are three: a full-fat one, an interactive version, and a useful price list.
Email response: 3/10
Second responder, but didn't answer the question and just told us to contact a dealer.
Phone help: 7/10
There's a painful amount of menus to reach customer service and the advisor said they don't handle new car enquiries, but she made an exception and looked up the information in detail. Much better than previous years.
Dealer finder: 10/10
The 'find a dealer' link at the top of the page is glaringly obvious, and you can filter by a multitude of different factors, including LCVs and small business and fleet.
Social media: 9/10
It may be LCV-oriented, but Ford Pro has a decent social media presence in addition to the car brand, so there's much more business/commercial-oriented content.
Mobile site: 4/10
A little neater than the desktop site, as the upper links are compacted into a tidy drop-down box. Not much different otherwise.
Extras: 2/10
There's a WLC comparator, but not much else beyond pages that take you round in circles and labour the point about offers and services.
Verdict: 47%
Ease of use: 6/10
One click from the fleet homepage gets you a price, one more on the model - plus a bit of scrolling - reveals a bunch of key details, including CO2 and BIK.
Design: 9/10
Looks fresher than many, with its big, blue tabs lining the bottom of the page, and it has been tweaked in the past year.
Configurator: 7/10
No frills and static images only, but it's by far the simplest to find and use of the 10 manufacturers we assessed.
Brochure download: 6/10
Dead obvious - there's a link at the top right of the page - and easy to download for any model. It's light on details, though.
Email response: 0/10
Not so much as an autoreply.
Phone help: 5/10
We waited for five-and-a-half minutes for someone to answer the phone, then spent another two on hold while the agent found the answer, but we got it.
Dealer finder: 6/10
Conspicuous link atop the fleet homepage and easy to use. There are only five filters, but they include business centres and Motability.
Social media: 1/10
A modicum of explainer videos on YouTube but the vast majority is corporate promo.
Mobile site: 1/10
It's not a bad looking format, but loses some things compared to the desktop site, most notably some elements from the useful blue bar at the bottom with links to contacts, models, and fleet tools.
Extras: 5/10
BIK and WLC calculators, although they're quite basic and limited to three models. Very good contacts page for fleet team, though.
Verdict: 46%
Ease of use: 8/10
P11D, mpg, CO2, and BIK are a click from the fleet homepage via the 'Range' link.
Design: 5/10
Clean, simple, and easy to navigate, but quite plain compared to rivals.
Configurator: 2/10
Second time lucky, because it didn't work with the first car we picked. Straightforward layout but would benefit from an interior view of the car.
Brochure download: 3/10
Easily found via the link in the left-hand drop-down box, but brochures are under lock
and key.
Email response: 8/10
Sixth to respond in just over four hours and answered our question with plenty of detail.
Phone help: 2/10
We gave up after 20 minutes of waiting for someone to answer the phone.
Dealer finder: 4/10
More hidden than most. A key at the top of the page displays dealers' specialities (including business sales and specialists) but you can't actually filter by them; it just shows you which one does what when you click on the site.
Social media: 8/10
There is actually an international fleet page on LinkedIn, albeit very low key, while some of the YouTube videos explain things like app and connectivity functions.
Mobile site: 3/10
Nothing wrong with it, per se, but not much to distinguish it from the desktop site.
Extras: 4/10
Lease rate, WLC, and tax calculators and there's also a new electric for business page. That's about it, though.
Verdict: 47%
https://www.mercedes-benz.co.uk/passengercars/buy/fleet-and-business/fleet-and-business.module.html
Ease of use: 4/10
The 'Our Cars' section (away from the fleet pages) has pricing details. Individual model pages have spec info, but you need the brochure for more extensive figures.
Design: 10/10
Always top of this category because the sleek black background is so much classier than the rest. The tiled tools layout is sleek and neat.
Configurator: 10/10
So good to look at, you'd think it were a Gran Turismo menu screen. Seriously slick operation and, like BMW, flags up supply/equipment shortages.
Brochure download: 10/10
Two clicks from the fleet homepage brings you to an interactive brochure with loads of detail, and you can skip between sections with just a click. Really well done.
Email response: 6/10
Fourth manufacturer to reply, though our enquiry had been forwarded to a dealer and they were initially keener to phone us than to answer on email. They answered the next day.
Phone help: 8/10
Four-and-a-half minutes until the call was answered, but the agent was lovely and made sure the answer was correct before giving us a definitive response. Didn't ask for any details.
Dealer finder: 2/10
Took longer to find than most - it's at the bottom of the three-bar drop link at the top left of the homepage. Works fine, but you can only filter for distance, so nothing special.
Social media: 10/10
The only manufacturer we assessed with a UK LinkedIn account dedicated specifically to fleet and business. Also has separate MB vans feeds.
Mobile site: 8/10
The tiled 'Tools and Information' section is rearranged into a scrolling rectangle, which is very sleek. It's also as snazzy as the desktop site.
Extras: 7/10
The usual pair of calculators, plus fleet-themed information on the EQ range, aftersales, public sector and specialist and chauffeur services.
Verdict: 75%
https://www.nissan.co.uk/corporate-sales/company-cars.html
Ease of use: 7/10
Two clicks from the fleet homepage, via the 'Passenger Cars' tab, gets you P11D, BIK, CO2, mpg and more.
Design: 2/10
We've previously said Nissan's fleet pages could do with refreshing and the same applies now. They haven't changed and they're still uninspiring.
Configurator: 4/10
The page is a little cluttered and the interior view is partly obscured by the lower menu bar. All the information and links are there, though.
Brochure download: 8/10
Like Mercedes - two clicks from the homepage and contains everything you need within an interactive/navigable package. Could do with cutting down on the waffle, though.
Email response: 5/10
First to reply in a speedy 40 minutes, but asked for a VIN number. We explained that we didn't already own a Nissan, then got an answer the next day.
Phone help: 9/10
Very quick and clued-up response - all done in three minutes. The agent checked the answer and seemed to know a good bit about the products.
Dealer finder: 5/10
Located via the 'buy new' tab and there are eight filters, including fleet, Motability, and electric vehicle specialists.
Social media: 5/10
It's best on YouTube, where the passenger car and 'Info Zone' sections provide useful information about the products. Other channels are less impressive.
Mobile site: 6/10
Actually does a lot for the old-hat desktop site. Rearranging the messy multiple links into drop-down boxes and three, clear links at the bottom of the page really tidies it up.
Extras: 1/10
There are some direct fleet contacts if you look for them, but nothing else to speak of. It has promised more in the past, but we've yet to see an improvement here.
Verdict: 52%
https://www.toyota.co.uk/fleet-business/fleet
Ease of use: 10/10
Supremely easy. The 'Our Range' link gives the P11D, BIK, and CO2 of every current model, along with links to a tax calculator and test drive bookings, in a clean format.
Design: 6/10
Not what you'd call exciting, but there's something subjectively appealing about
its simplicity.
Configurator: 6/10
Images are only interactive at one stage of the process and you can't change the interior view, but it's otherwise very linear and easy to follow.
Brochure download: 5/10
The digital brochure wouldn't work on our browser, but the price list did. It's not snazzy, but it does give you all the figures you're likely to need.
Email response: 10/10
Third to respond in less than two hours, with a clear and polite answer.
Phone help: 0/10
You can fill out a form and request a call back from Toyota, but it is the only manufacturer we assessed not to publish a general contact phone number on its website.
Dealer finder: 8/10
Accessible via the quick links tab on the right. Has 11 filters, including business, LCVs, and motability.
Social media: 6/10
No real fleet presence, but its posts are more varied and intelligent than rivals' - it's not just bland, corporate twaddle - and the same goes for its responses to complaints on Twitter.
Mobile site: 5/10
Rearrangement of headline links into a drop-down box and quick links bar is now along the bottom rather than the side, so nothing revolutionary, but not bad.
Extras: 6/10
The calculators and advice page contains a TCO, tax, and contract hire calculator, plus a fleet magazine, albeit heavy on the self-promo.
Verdict: 62%
https://www.vauxhall.co.uk/business/fleet/overview.html
Ease of use: 9/10
Excellent. P11D, CO2, BIK, mpg and more on the car and van ranges one tap from the fleet homepage. Only Toyota's cleaner layout gives it the edge.
Design: 8/10
Bright, rolling promos dominate the page, complemented by big tiles.
Configurator: 3/10
Not at all difficult to use and plenty of information. However, some figures on the Astra we tried were metric (e.g. litres per 100km) and images are static. Interior pictures were limited and in some cases, didn't load.
Brochure download: 9/10
A couple of clicks from the fleet homepage, well laid out, and interactive. It's easy to navigate to the section you want.
Email response: 9/10
Our fifth reply, which took just over three hours, and a very detailed answer.
Phone help: 6/10
Fastest call - our question was answered in less than two minutes. We had to press the agent a little though, because he wanted us to look online rather than ask him. Professionalism could have been better.
Dealer finder: 7/10
Glaringly obvious at the top of the page and has 11 filters. However, none of the filters expressly refer to fleet or business.
Social media: 7/10
Parent firm Stellantis has a fleet and business LinkedIn page, and there are quite a lot of useful video guides on Vauxhall's YouTube feed.
Mobile site: 10/10
All of the headline links have been compacted into a one-tap drop-down box on the top left. An exceptionally clean conversion.
Extras: 3/10
The formerly brilliant tools and apps have been switched off while the site is overhauled. Vauxhall told us the new and improved one is due in weeks.
Verdict: 71%
https://www.volkswagen.co.uk/en/finance-offers-and-fleet/fleet.html
Ease of use: 2/10
Details take some unearthing, and the majority are found by playing with the configurator. Rivals make it easier to find key data.
Design: 7/10
The main image, logo and headline text merge into one another as you scroll down the page, which is a neat touch. Less interesting below the fold, though.
Configurator: 8/10
The intuitive images are quick to load and have multiple formats (static or moving). They sit alongside a clear bar that shows key data, and you can even toggle between P11D and retail prices.
Brochure download: 0/10
It looks as though VW has ditched conventional brochures, because we couldn't find them. We found some via Google, but they were out of date.
Email response: 0/10
The autoreply said we'd have an answer within 48 hours. We never got one.
Phone help: 10/10
Polite, no-fuss agent, and we had a definitive answer in two-and-a-half minutes.
Dealer finder: 9/10
Prominently placed in the top left drop-down box. Has 11 filters, including large fleet, local business, rental, and motability.
Social media: 2/10
Strong presence and there are also the VWCVs van channels, but it's difficult to find anything that isn't corporate promo.
Mobile site: 2/10
Not a great deal to distinguish it from the desktop site, and the main picture is just cropped rather than resized.
Extras: 8/10
Three calculators - WLC, BIK, and RVs - direct fleet contacts, and heaps of information about fleet readiness for EVs.
Verdict: 48%
|
Ranking/position change from 2021 |
Manufacturer |
Score |
Good |
Bad |
|
1 (+3) |
Mercedes-Benz |
75% |
Smartest site; best configurator, brochures, and social media |
Dealer finder is basic and tucked away |
|
2(-1) |
Vauxhall |
71% |
Still very strong in a lot of areas; best mobile site |
Fleet tools are currently deactivated; configurator could do with an update |
|
3(no change) |
Toyota |
62% |
Easiest to use by far and the best email response |
Lacks a public-facing phone number |
|
4(+6) |
Nissan |
52% |
Simple navigation, top brochures, and phone service |
No fleet extras/tools and the design really needs a refresh |
|
5(+2) |
BMW |
51% |
Best extras of any brand with a fantastic configurator |
Worst dealer finder and crying out for a new look |
|
6(-1) |
Volkswagen |
48% |
Great extras and dealer finder; best on the phone |
Seemingly nonexistent brochures and no email response |
|
7(+1) |
Kia |
47% |
Easy to use, good on email, and has fleet-themed |
Didn't answer the phone; clunky configurator |
|
8(+2) |
Ford |
47% |
Best dealer finder and business-themed social media |
Key car details are buried, and it has the worst configurator |
|
9(new entry) |
Hyundai |
46% |
Appealing design, and the configurator is really straightforward |
Failed to respond to our email; worst social media and mobile site |
|
10(-4) |
Audi |
44% |
Good extras and smart-looking mobile site |
No brochures, and rivals simply do a better job in most other areas |
Live and kicking: Best and worst at live chat
All 10 manufacturers we assessed offer a live chat service so customers can quiz them instantly online. You might think there would be less call for it these days, given the ubiquity of social media and its associated direct messaging, but not every top 10 fleet brand has hosted a live chat facility on its website in the past so, if anything, it's more common.
Manufacturers responses have generally improved over time. We fired up each one's live chat box and asked if a popular model is fitted with a DAB radio as standard (the same query we used in our email and phone tests). Audi, Nissan, and Vauxhall gave us a definitive answer within five minutes, while Ford, Mercedes, and Toyota took no more than two, and you can't argue with that.
We had a false start with BMW, because its live chat didn't work when we tried it from the homepage. However, it was fine when we moved to the 3 Series page, and we had an answer in five minutes.
Kia took about seven minutes. You first speak to a 'receptionist', who asks for some details and pages your nearest dealer to answer the question - they were quick when we got there, though. Hyundai has the same set-up (not surprising, because they're sister companies) but the dealer didn't respond to the page.
Volkswagen was the poorest. You start with a series of automated questions and suggested answers, then get to an agent (Audi does the same). They used too much jargon; we asked about the new Golf, and the agent needed us to clarify that it was the Golf 8. People outside VW don't call it that.
We eventually got an answer after about 10 minutes, but the agent wasn't sure at first, and initially gave us a different and incorrect response. If we had to guess, we'd say the agent was trained to provide 'on-message' or scripted responses, rather than answer specific questions.
BusinessCar magazine ©2019
Business Car Magazine © 2020 | Business Car is part of NS Media Group.
