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Mazda sets sights on sub-50 fleet market

Date: 14 April 2010

Mazda is setting up a new scheme targeting sub-50 vehicle fleets.

Set to launch on 1 May, the programme is intended to encourage Mazda dealers go out into the market to attract smaller fleets. Four business development managers will help ease dealers into the process of working with fleets either buying outright or through Mazda Contract Hire.

The programme will be outsourced, and Mazda fleet boss Peter Alibon told BusinessCar that the firm he is working with has set a 1000-unit target forthe next 12 months, although anything above 400 will see the scheme pay for itself. Alibon added that the small business arena is an area that potentially suits Mazda's brand better, and that 1000 units via this channel is less costly than doing a 1000-unit large fleet deal that would require significant discounting to win.

"The reason we're looking to dealers is we'd like to leave a legacy so people develop distinct channels as an extension of my team," he said.

"There are dealers out there with a good set-up - we'll work to develop it further - and where there's a big opportunity is where it's not currently structured properly."

Alibon admitted that some dealers are already set up to make the most of business car opportunities in their area, but predicted 80-90% of volume will be incremental growth.

The smaller business programme will have free reign of companies running less than 50 vehicles, but for fleets with between 50-100 vehicles the new team will need to consult with Mazda's corporate sales department to check existing relationships. Any leads for fleets of more than 100 vehicles will be passed to Mazda HQ.

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