This month, new car research site The Beep has shared data with Fleet Auto News about the luxury vehicle corporate programs currently running, with only a handful of brands still offering incentives for corporate buyers.
“It is interesting to see that there are only eight OEMs running corporate programs at the moment, despite the success of incentives like these in the past, ” said The Beep Co-founder, Robert Leigh.
“As competition heats up with incoming brands, we would expect more of the traditional brands to enter (or re-enter) this market with an offering.
“Consumers like knowing they are getting a deal and OEMs should be doing everything they can to get an edge and put them onto potential buyers’ shopping lists.”
Corporate programs have traditionally been offered by luxury vehicle manufacturers that sell vehicles at a premium price point but offer incentives to get business buyers over the line – often aimed at novated leases.
While many incentives have been offered in corporate programs over the years, most consist of perks like complimentary scheduled servicing with loan vehicles offered, free dealer delivery, no-cost additions (like floor mats), special finance rates and reduced pricing.
The common goal amongst OEMs offering corporate programs has always been to reduce the whole of life ownership costs for premium vehicles, with much of those savings coming from free servicing for a number of years.
As the name suggests, corporate programs are typically geared towards employees of corporations, and companies operating a fleet, which meet specific criteria. In many cases, to take advantage of a corporate program a company has to have a certain number of employees, commit to purchasing a certain number of vehicles per year, and some programs even require a business to rank within the BRW Top 500 list.
The brands currently offering corporate programs are; Audi, BMW, Mini, Lexus, Mazda, Jeep, Alfa Romeo and Fiat. The inclusions of each plan vary, though, with BMW and Mini offering the most comprehensive array of benefits.
Below is a rundown of the corporate programs currently on offer in Australia:
| Audi | BMW & Mini | Lexus | Mazda | Jeep / Alfa Romeo / Fiat |
| 3 years / 45,000km scheduled servicing | 3 years / 60,000km scheduled servicing (electric I series receive 4 years) | 3 years complimentary servicing | 3 years complimentary servicing | Discount on purchase |
| $1,500 deposit contribution on selected new & demonstrator models | Dealer delivery reduced to $1,850 ex tax | Dealer delivery reduced to $1,495 ex tax | Online driver safety course (valued at $1,100) | |
| Available to spouse or de facto | Preferential Corporate Pricing | |||
| Access to a dedicated Corporate Sales Manager |
According to Mr Leigh, many of the brands new to Australia are offering aggressive drive-away pricing instead of incentives like these, but there are still clear benefits to corporate programs.
“Some of the new brands entering already have aggressive pricing, or are continuing to reduce pricing, meaning margins might be too thin to offer something additional,” he said.
“The companies taking advantage of corporate programmes gain a big discount spend win, but for the OEMs it’s also very targeted, aimed at high net-worth professionals, and it removes the visibility to shifting prices. Everyone loves getting a deal and here they can advertise directly to their core audience, who also win.”
Buyers interested in any of the corporate programs mentioned above, can enquire online to check eligibility and specific inclusions. If you’re a business buyer, though, asking about corporate programs is a must.
The Beep offers free and easily accessible data that allows Australians to track market trends and compare more than 1,000 new car models. Site visitors can compare specifications across models, looking at engine and drivetrain details, performance metrics, fuel consumption figures, electric range capabilities, ANCAP safety ratings and of course pricing data.
Visit thebeep.com.au to filter by body style, price range or fuel type to track pricing data like drive-away price, high and low points and fluctuations, across 40 brands and more than 1000 models.
