Mazda Australia’s journey into the fleet market is a remarkable transformation from non-participation to becoming a key player, particularly in the commercial sector. Tim Crilly, Mazda Australia’s Senior Manager for Corporate and Business Fleet, spoke to Fleet Auto News about the evolution which started 10 years ago and has delivered Mazda a comprehensive fleet portfolio, including light commercial vehicles and hybrids.
Mazda’s fleet expansion journey
When Crilly joined Mazda ten years ago, the company had minimal involvement in fleet sales, especially compared to its success in the private buyer market. Over the years, the need to explore other markets became clear, especially with the growth of light commercial vehicles and the fleet segment. Mazda’s entry into fleet began with the BT-50, and now around 32-33% of all BT-50 sales are made to fleets. This success was driven by strategic pricing, strong partnerships with construction and mining sectors, and a focus on long-term relationships rather than quick wins.
Crilly highlighted that Mazda’s approach was never about being the cheapest option, but rather about maintaining brand integrity and offering consistent value. Fleet clients often come to Mazda because of the reliability and trust the brand has built with private customers. This trust extends to the fleet market, where Mazda ensures stock allocation for fleet customers, even during the challenges of COVID-19. This helped Mazda capture market share from competitors who struggled with supply issues.
Long-term relationships and sustainable growth
Mazda’s success in fleet has been built on long-term partnerships rather than discount-driven sales. Crilly emphasised that the company’s strategy from the beginning has been to form relationships that benefit both the customer and Mazda in the long run. This has meant being selective with fleet clients, ensuring that their values align with Mazda’s brand promise. By protecting resale values and maintaining consistent pricing strategies, Mazda avoids diluting its brand image, which remains essential to its private buyer base.
This approach has paid off, especially in sectors like government and rental, where large fleet orders require guaranteed supply and reliable after-sales service. Mazda now offers fleet solutions across its entire range, providing options for both small and large fleet buyers.
Meeting fleet customer needs
A key part of Mazda’s fleet strategy has been the focus on customer service. The brand has invested heavily in ensuring fleet clients receive the same level of service as private buyers, from dealerships to after-sales support. With 150 dealers across Australia, Mazda ensures that fleet drivers, even those in Tool of Trade vehicles, are treated as valued customers when they visit a dealership for service or support.
Fleet customers also benefit from Mazda’s focus on vehicle reliability and after-sales service. According to Crilly, fleet clients often choose Mazda because of positive personal experiences with the brand, whether through a family vehicle or a recommendation from a friend.
Novated leasing and the hybrid transition
Mazda’s strong retail presence has naturally led to success in the novated leasing space. While novated leasing customers are treated similarly to private buyers, Mazda works closely with leasing companies to ensure its vehicles remain attractive options. The CX-5, for example, has been a top performer in the novated leasing market, and with the introduction of hybrids and plug-in hybrids, Mazda is well-positioned to capture even more of this market.
The introduction of hybrids, such as the CX-60, reflects Mazda’s broader strategy to meet growing demand for greener vehicles, especially as fleet customers begin transitioning to lower-emission options. While the transition to full electric vehicles (EVs) is progressing slower than expected, hybrid options have become a key focus for many fleet customers looking for a stepping stone towards fully electric fleets.
Crilly noted that while there was significant pressure from fleet customers to adopt EVs a year ago, that demand has softened in recent months. Many customers are now seeking hybrid options as a more cautious approach to lower emissions, driven in part by concerns over EV resale values and infrastructure limitations. Leasing companies have also influenced this shift, as they adjust their residual value calculations for EVs, making hybrids a more attractive option for many businesses.
Addressing future standards and challenges
As new vehicle efficiency standards (NEVs) come into play, Mazda is preparing to meet these challenges with a combination of hybrid and plug-in hybrid vehicles. The BT-50, Mazda’s flagship in the commercial sector, remains efficient, but future updates will ensure compliance with evolving standards. Mazda is also working closely with Isuzu to develop new powertrain solutions for its light commercial vehicles, ensuring that they remain competitive in a stricter emissions environment.
While Mazda is committed to offering a solution for every segment, Crilly highlighted that the company has a brand ambition to be carbon neutral by 20250. This means offering fleet customers a choice of technologies across the range. Mazda’s approach recognises that different markets, particularly in Australia, have varying needs, with some sectors, like mining, requiring traditional powertrains for the foreseeable future.
Connected vehicles and future innovations
Mazda is also rolling out connected vehicle technology across its range, starting with the MX-5, and CX-30. This technology offers features such as emergency SOS, remote vehicle tracking, and app-based control, enhancing the ownership experience for both private and fleet customers. While some fleet clients are keen to adopt these technologies, others have privacy concerns, which Mazda addresses by offering the option to disable these features.
The company is also exploring fleet-specific dashboards and analytics to better serve its business clients, recognising that data-driven insights are becoming increasingly important for fleet management.
The road ahead for Mazda fleet
Mazda’s journey into the fleet market has been a strategic and carefully managed process. By focusing on long-term partnerships, reliable service, and evolving technology, Mazda has positioned itself as a trusted partner for fleet clients across Australia. With a strong offering of hybrids and future innovations in the pipeline, Mazda is well-prepared to meet the changing demands of the fleet market, ensuring that its vehicles remain both efficient and desirable for businesses transitioning to greener solutions.
Mazda’s fleet strategy combines the best of both worlds—offering reliable and efficient vehicles while maintaining the brand’s core values of trust, quality, and long-term relationships. As the fleet market continues to evolve, Mazda’s commitment to sustainability and customer service will ensure its place as a key player in the Australian fleet industry.
