Mazda's fleet operation has distanced itself from its sister firms in the Ford group with a new approach to gaining and keeping customers.

Adam Pumfrey, Mazda's fleet boss, said: "We're using Seibel, they're data people, to create a relationship with drivers and fleet managers over the next 12 months.

"They [Seibel] will be able to populate an email tailored to an individual, so that different people will be given access to different sources of information."

According to Pumfrey, drivers will be able to choose what information and how often the information arrives in the emails.

In conjunction with the emails Mazda will also hold an event to get to know their customers better. "It's like a fleet red-letter day - where people can drive the Mazda 6 MPS, RX-8 PZ and the MX5, as well as fly helicopters and have a go on trampolines."

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