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Chrysler Group launches dedicated business centres
Date: 17 January 2007
Chrysler Group UK has recruited 30 specialist retailers to lead the Chrysler, Jeep and Dodge brands towards a fleet sales factor of 65% within three years, up from the current 40% business car ratio.
Peter Lambert, the group's managing director, claimed the number of business centres, active from spring, "has no ceiling", although he added: "As long as there are properly trained staff with dedicated corporate sales knowledge in their territories."
Central to expanding "the three brands fleet footprint" using the retail network as a central channel are the £15,000-plus Dodge Avenger, due in September, and its Chrysler's Sebring counterpart, which Lambert said "provides us with our first serious D-sector (upper medium) cars using fleet-friendly 2.0-litre VW diesel engines".
Fleet sector growth will not come from rapid replacement cycle business, especially daily rental, pledged Lambert, who cited strong Chrysler 300C residual values as "a salutary lesson in managing supply and demand".
Lambert continued: "The 30 business centres will spread the word particularly among regional fleets with between 500 and 600 cars that we are serious about this business. Product quality has improved dramatically over the past eight years so dealers don't have to make excuses on any front for our distinctively American cars.
"Our user chooser appeal is strengthened by 90% of Chrysler and Jeep buyers researching car-buying online. This compares to an industry norm of 60%."
