Seat and Audi combine for first joint fleet deal
17 July 2014
VW Group siblings Seat and Audi have come together to secure the contract for 1100 cars with insurance giant Zurich, a fleet that had previously contained a mix of Vauxhall Astra and BMW models.
"They had two distinct groups of drivers - BMW drivers and Astra," Seat UK boss Neil Williamson told BusinessCar. "We could go in on our own and miss half of it, or [together with Audi] offer one agent and one administration process."
The deal will see senior staff offered Audi A4 and A6 models, with the rest of the range made up of Seat Leons.
"It's the first time in my time that we've done this, and I see that as a really good fleet - three-year deals with essential users," Williamson continued.
"It came about because guys talked; we came across the opportunity and realised it was a wider opportunity we couldn't sort, so Peter McDonald [Seat fleet boss] and [Audi fleet sales director] James Douglas came together."
While it's not the start of a specific strategy for the brands within the VW Group to work together, Williamson admitted similar deals are a possibility.
"It is something we'd try and do again. From a user point of view it's a good thing to do, and others can't offer such a broad range of vehicles," he said.
"I can say, having worked with our Audi colleagues on that deal, we're looking for similar deals where the customers have been in something like a Megane, Focus or Astra and BMW, etc. - fleets with a similar profile."
"We can do that in one group, and it's a competitive advantage that we should be using," Williamson continued. "
"We've not got 20 pending deals, but if there are others it is a competitive advantage for us."
Audi fleet boss James Douglas added: "We are delighted to have been appointed as a key supplier to Zurich, and look forward very much to working closely with them in the future."