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Vauxhall boss Tim Tozer is targeting an increased share of the user-chooser area of corporate sales, as new product comes through that the brand hopes will increase its appeal to employees selecting their own vehicle.
"I can think of fleets where we have an exclusive job role and do well. Equally, we are light in user chooser, where premium brands can take 50%," Tozer told BusinessCar.
"The Insignia has got a very attractive BIK, it looks desirable and we're making some very good headway. It shows the perception versus reality, and with the new product we can start to balance that out - that's the journey for the [company]."
Tozer said he wouldn't aspire to make Vauxhall a premium brand, but said the firm needs to go on a "brand journey" as much as a "product journey".
"We want to be playing right in the centre of the field, selling good quality cars for reasonable money," he said.
"Nothing is broken, nothing needs fixing - the people and products are good and we have new products coming through."
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