Kia cuts fast-turn deals to boost fleet credibility
05 March 2009
Author: Tristan Young
Kia will have cut its daily rental and 'fast-turn' fleet registrations by 70% since 2006 by the end of this year, according to UK boss Paul Philpott.
Speaking to BusinessCar at the Geneva motor show, Philpott said that since he took over at the start of 2007 he had introduced a host of measures to ensure that Kia, which is one of many car makers cutting back on daily rental supply, was taken seriously in the fleet market.
"Two years ago 60% of our business was fleet, but most was daily rental and fast-turn business and we didn't have a relationship with leasing companies," said Philpott.
"In 2006 we did between 8000 and 10,000 fast-turn units, in 2008 it was 4500 and in 2009 it will be 2600. Yet sales are growing.
"We now have 20 business centre dealers with manufacturer support in place and a set discount structure. The fleet business centres are also backed by a call centre which deals with both inbound and outbound calls. For instance, it can book appointments for the sales force and also answer queries from the business dealers.
"The centre is essential to prove, as a manufacturer, that you're serious about fleet."
Philpott said the moves were already "bearing fruit" in the business car market and last year's sales prove this. Kia ended up 21% in fleet in 2008 at 14,616 registrations.