Mazda in pole position to increase fleet business

The accelerating trend for company cars to reflect individual lifestyle and sporting prowess, underlined with rock solid wholelife costs, will play to the corporate sales strengths of Mazda in 2007. An expanding model range reflecting individuality, affordability, reliability and practicality have, year-on-year, propelled Mazda to record UK fleet and retail sales resulting in the brand becoming the fastest growing among automotive rivals over the last five years.

Mazda expects fleet volumes to continue to expand this year with further new models to be launched in 2007, including the just-on-sale range?topping Mazda3 MPS, which is the fastest ‘super-hatch’ in the UK market and the unique Mazda CX-7 crossover due in the second quarter. That anticipated volume rise will be further supported by a growing focus on dealers engaging with sub-100 fleets and the contract hire and leasing sector. Fleet volumes in 2006 reached an all-time high of 19,391 from 50,166 total UK sales.

In 2007, the combination of new models, which also include the recently launched MX-5 Roadster Coupe, closer links with the leasing companies and a continuing growing awareness of Mazda in the corporate sector is expected to boost fleet sales further. While corporate sales will remain at around 35 per cent of total registrations, overall Mazda registrations are predicted to increase to between 52,000 and 53,000 units in a marketplace that is expecting a 1.3 per cent fall in registrations.

Recently appointed Mazda fleet and remarketing director James Hopkins said: “Fleet operators and company car drivers alike have, over the past five years, recognised the attributes of the Mazda brand in increasing numbers. Last year, to cope with corporate sector demand, we reduced our exposure to the daily rental sector. In 2005 our rental sector volumes totalled 3,300 units, but last year that figure was cut to 1,000 vehicles, a number that will be repeated this year.”

Commenting on the new model arrivals Mr Hopkins said: “We expect all models to have a fleet presence with the Mazda CX-7 proving particularly attractive to user-choosers. Combining sports-car driving fun, bold design and SUV practicality and comfort it has no equal in the UK marketplace.”

The MX-5 Roadster Coupe is also expected to be in strong demand from user-choosers in its first full-year on sale. The iconic Mazda MX-5 was one of the major reasons for Mazda becoming the number one sports car brand in the UK in 2006. Now with a retractable hardtop derivative available, the model is expected to appeal to companies that have previously not allowed open-top sports cars onto their fleets.

Mr Hopkins, who heads an 11-strong corporate sales team, said: “Mazda’s sports car proposition with the Mazda MX-5 as well as the Mazda RX-8, Mazda6 MPS and now the Mazda3 MPS is very strong. With widening choice lists a feature of the fleet market in recent years as drivers push for company car alternatives to the mainstream, our vehicle line-up for user-choosers has never been stronger.

“Sports cars give a halo effect to the Mazda brand and they are undoubtedly an affordable alternative for company car drivers. Fleet managers will applaud the excellent residual values and competitive whole life costs across the rest of our range.”

One of Mazda’s key goals in 2007 is to drive business to the small fleet market, which is why it is important to engage more of the 158 franchise dealers in fleet business.

Although there are seven fleet specialist dealers throughout the country and many other retailers are staffed with corporate sales specialists, Mr Hopkins said: “We need to show our dealers that working with fleets is not only about supplying vehicles but also relates to securing service, maintenance and repair work. Additionally, through excellent service, they can forge significant business relations that will result in repeat business and provide a ready source of used cars with a known history.”

In five years Mazda has grown from having little fleet presence to securing a place on numerous company car choice lists and forging significant opportunities with contract hire and leasing companies.

In conclusion, he said: “Mazda has been particularly successful in growing fleet sales through its affordable philosophy, which sees sporty and hi-spec models proving attractive to company car drivers and user-choosers, while class-leading wholelife costs and residual values coupled with excellent vehicle reliability appeals to fleet operators. We expect that trend to continue in 2007.”