Mazda plans 3 fleet boost
28 September 2009
Author: Hugh Hunston
Mazda is looking to double the fleet mix for its 3 range to around 30% as it exploits the new generation, higher-powered 2.2-litre diesels among user choosers and contract hire clients.
That is the aim of fleet director Peter Allibon and Mazda's managing director Jeremy Thomson who admitted: "We need to do more work to the give the 3 greater resonance among business buyers in an increasingly important fleet sector. Until now the lack of these compelling diesels has had a limiting, negative effect."
Thomson revealed the 3 would follow the 6's example with the use of "limited but precisely targeted daily rental exposure to provide secondary corporate customer test drives. That will be beneficial across the brand".
Mazda used National Car Rental, now owned by Europcar, as the daily rental channel for the 6 which contributed to their upper medium model gaining a fleet element of over 70% to help push up the overall range's business car sales frequency to one third.
Thomson claimed that enhanced perception, better powertrains, improved fuel consumption, lower emissions and more competitive running costs had "in terms of RVs created clear water between Mazda and volume brands and put us on a par with some premium players".
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