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Mazda is to focus attention on customer service to ensure it retains business and grows through increased share of sales to fleets it has existing terms with.
New head of fleet Steve Tomlinson told BusinessCar that the firm had been successful in the past couple of years in terms of attracting new business, but his main priority is now to ensure existing customers are happy.
"We've been much more aggressive through late 2009-2011 in finding new accounts, and we grew the number of customers that had terms with us, but I don't think it's wise to look to just add customers, it's about quality of service too," said Tomlinson.
"The main focus, and a change in direction, is to build stronger relationships with the customers we have; at some point every business will lose some so we'll still be looking to add, but not as aggressively as we have been in the past couple of years."
Mazda has been using external firm Magma Services to help prospect small business, but that will now move to a service role. "We're refocusing that business to be more focused on retaining existing relationships rather than looking for more small business. We want to make sure we're maintaining relationships with larger fleets," said Tomlinson.
"We're finding with firms we'll get more than our usual 2% market share, we'll get 5-6%, especially in a place with user choosers and a company car park - once you see a car it tends to snowball."
Tomlinson is targeting the new CX-5 as a key model, as it's the first to feature the firm's Skyactiv technology that optimises every element and component to achieve lower emissions.
"Company cars can be a retention tool and that's where we've got a good opportunity with the CX-5 - the benefit-in-kind for an SUV with the Mazda wings on the front is a compelling argument."
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