Ford's winning fleet formula takes 2006 crown

Ford has been the number-one car brand in the UK every year from 1977 to 2006. Ford was also the overall fleet market leader in 2006, with Focus the best-selling fleet car and Mondeo the best-selling diesel.

Kevin Griffin, Ford’s Director of Fleet Operations, explained the success: "These market-leading figures are the result of a strategy implemented three years ago, one that changed the way we operate to provide a greater level of fleet-sector management. We now understand our business better and have a much clearer understanding of where we sit in relation to our customers.”

Ford Fleet sold 206,979 cars in 2006 – a 17.9 per cent market share dominated by Focus and Mondeo. Ford Fleet was also a clear leader in the commercial vehicle fleet market with a total of 84,281 sales resulting in a 34.8 per cent market share.

Ford Fleet maintains a keen customer focus with the aim of ‘pulling’ customers’ business towards the brand rather than ‘pushing’ cars towards customers.

“Different customers have different values, we consider customer’s needs individually", said Griffin. "Taking care of the small things is what really matters."

This includes ensuring independent body shops have a Ford courtesy vehicle on hand, treating all customers equally and allowing them to choose which of the 90 Ford Fleet Dealer Business Centres they are supplied through. By improving continuously the quality the business they do Ford Fleet are also helping to deliver enhanced, sustained residuals.

"Poor quality business damages residuals", said Griffin. "We want no part of a cycle that delivers no value in the short or long term to either customer or supplier."

For 2007 Ford Fleet will focus on increasing its leverage in a changing market place. Instead of presenting vehicles at a discount, which hurts the user (who pays tax on the list price rather than the discounted price), Ford Fleet will be setting its prices as low as possible while still enhancing residuals.

As Griffin points out: “Whole life costs are more important than artificially low purchase prices.”

The fleet market is about the complete package, not just the price, and because Ford is one of the most cost-efficient manufacturers when it comes to maintenance and repair, the company is strongly placed to maintain its leadership.