To attract fleet customers, vehicle manufacturers must implement a multi-faceted approach that addresses the unique needs of fleet operators. The key lies in establishing strong relationships, offering tailored solutions, and focusing on long-term value. Based on insights from 20+ years experience in the fleet industry, here are strategies that manufacturers should consider when engaging with fleet customers.
1. Build long-term relationships
Fleet customers are looking for more than just vehicles—they seek partners they can rely on for the long term. Manufacturers should focus on building strong relationships rather than short-term sales. This involves taking the time to understand the specific needs of the fleet customer, their operational environment, and the challenges they face. Manufacturers should be proactive in forming partnerships with businesses, ensuring they cater to the particular requirements of different fleet sectors, whether it’s government, small-to-medium enterprises, or larger corporate clients.
Providing consistency in communication and team members, ensuring that fleet managers have a dedicated point of contact can strengthen these relationships. Fleet customers value knowing that their manufacturer is committed to supporting their business over time, not just when they’re looking to make a purchase.
2. Focus on stock availability and reliability
One key point issue in the last few years is the importance of stock availability, especially during challenging periods such as the COVID-19 pandemic. Manufacturers that can guarantee stock allocation for fleet customers—rather than relying on dealer-level stock—gain a significant advantage. During periods of constrained supply, ensuring that fleet customers are prioritised can help manufacturers win and retain business.
Fleet operators require reliability not only in the vehicles themselves but also in the manufacturer’s ability to deliver on commitments. By offering dedicated stock and ensuring timely delivery, manufacturers demonstrate that they value fleet customers and can be trusted to meet their operational needs.
3. Offer tailored pricing and avoid deep discounts
While discounts play a role in fleet sales, the interview highlights that sustainable pricing strategies are key to long-term success. Manufacturers should avoid relying solely on deep discounts to attract fleet customers, as this approach can harm brand value and lead to negative impacts on resale value. Instead, manufacturers should focus on competitive but fair pricing, ensuring that they balance the needs of fleet and retail customers with the brand’s broader market positioning.
A considered pricing strategy helps protect the vehicle’s resale value, which is crucial for fleet operators who consider the total cost of ownership. Offering reliable vehicles at competitive prices ensures fleet customers receive long-term value, which will lead to repeat business.
4. Invest in aftersales service and dealer support
Fleet customers rely on strong after-sales support to ensure their vehicles stay on the road. Manufacturers need to prioritise aftersales service as a key part of their offering. This includes ensuring that fleet customers receive the same level of service at dealerships as private customers and that there is no difference in how drivers are treated, whether they own the vehicle or are simply driving it on behalf of a fleet.
Having an extensive dealer network, with reliable parts availability and efficient service processes, is essential for fleet customers who need to minimise vehicle downtime. Manufacturers should ensure that their dealers are equipped to handle the needs of fleet customers, from routine servicing to warranty claims, and that their service standards are consistent across locations.
5. Maintain a holistic product offering
Manufacturers must ensure they offer a complete range of vehicles that meet the diverse needs of fleet operators. Fleet customers often require various types of vehicles, from commercial vans and trucks to passenger vehicles for corporate fleets. Ensuring a broad product lineup, including hybrids and vehicles with lower emissions, allows manufacturers to cater to a wide range of fleet requirements.
Furthermore, with growing pressure to reduce emissions and adopt greener vehicles, manufacturers should offer a mix of hybrid, plug-in hybrid, and electric vehicles. Fleet operators are increasingly exploring hybrid options as a stepping stone towards full electric vehicle adoption, and manufacturers should be prepared to provide these solutions.
6. Address concerns around resale value and sustainability
Many fleet customers are concerned about the long-term resale value of their vehicles, especially as they explore options like electric and hybrid vehicles. Manufacturers should provide fleet customers with detailed information on how they manage resale values and ensure that their vehicles maintain strong value in the secondary market.
Additionally, sustainability is becoming more important for fleet operators. Manufacturers need to show that they are committed to providing lower-emission vehicles without compromising on performance or resale value. By focusing on hybrid and plug-in hybrid models, manufacturers can address the demand for more environmentally friendly vehicles while mitigating the concerns about depreciation and operational viability.
Conclusion
Vehicle manufacturers looking to attract fleet customers must focus on more than just pricing and discounts. Building long-term relationships, ensuring stock availability, and offering tailored solutions are crucial for success. Fleet operators value reliable after-sales service and need a diverse range of vehicles, including hybrids and other low-emission options. By aligning with the fleet customers’ long-term goals and ensuring consistent support, manufacturers can strengthen their position in this competitive market.
