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Mazda is to tap into the sub 50-unit fleet market by establishing a dedicated local business network covering 100 of its 150 dealers over the next 12 months.
Fleet director James Hopkins said the company would help its retailers, traditionally dependent on private sales, to "find the right combination to unlock the potential of smaller and often entrepreneurial local businesses".
Hopkins said the share of Mazdas sold into fleets was likely to remain "capped" at 37% due to an internal profitability model which decreed that half the volume involves private buyers and the remainder dealer demonstrators. But the "organic growth" in local community business car sales, argued Hopkins, "could well let us take some of the shorter cycle fleet deals out of the equation".
Mazda's five major dealer fleet specialists generate an average of 1000 business sales per outlet annually, mainly from 100 unit-plus fleets.
Hopkins added: "Precise details are still under wraps but key to the initiative will be harnessing the contract hire expertise of our Mazda Business Partner operation. This is about finding a solution in urban, rural and suburban areas plus market towns."
Meanwhile, Hopkins believes the slowing down in the decline of upper medium sales could help boost the fleet factor for the new 6, due on sale on 26 December, from 65% to 70%.
He claimed: "People are moving out of their MPVs and 4x4s and back into saloons and estate cars, often led by fleets, who are reacting on the basis of CO2 emissions, fuel consumption and perceived social responsibility. With the new 6 estate now only £700 dearer than the saloon compared to its predecessor's £1100 gap, should attract a higher ratio of wagons, maybe as high as 20%."
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