Mazda gears up to help dealers win more fleet business

Mazda is bidding to expand its relationships with small and medium-sized companies with the restructuring of its corporate sales department, which includes the appointment of the brand’s first Fleet Dealer Development Manager.

Neil Mayling will work hand-in-hand with Mazda’s seven fleet specialist dealers and more than 100 other retailers within the marque’s 159-strong franchise network who want to forge relations with businesses in their area.

Fleet and remarketing director James Hopkins, who heads Mazda’s expanded 14?strong corporate sales team, said: “Historically both the brand and our dealers have been retail orientated. Mazda has become more fleet focused and some of our dealers have reaped the benefits. I now want more of our dealers to share in our corporate sales success by actively pursuing businesses close to their operations.”

Mr Mayling, whose appointment coincides with Mazda placing a greater focus on the UK’s leasing sector, said: “Our specialist fleet dealers, which have relationships with major blue chip customers, contract hire and leasing companies have been very successful in securing significant corporate sales. Further growth lies with helping more dealers to engage at a local level with companies operating up to 100 vehicles.

“I will be helping dealers to set up fleet programmes specific to their areas, educate them about the nuances of the corporate sales market and help them raise awareness of the Mazda product portfolio.”

Mr Mayling will report to National Corporate Sales Manager Terry Swanton and will work closely with Mazda’s four Regional Corporate Sales Managers. The appointment comes with the company’s fleet sales at an all-time high and more dealers looking to capitalise on that B2B success.

Fleet volumes in 2006 reached a record 19,391 out of total UK sales of 50,166. In 2007, while corporate sales will remain at around 35-40% of total registrations, overall Mazda registrations are predicted to increase to around 51,400 units. Mazda6 led the brand’s fleet success, followed by Mazda3, RX-8 and MX-5. Now with the Mazda CX?7 crossover SUV and a brand new supermini to be launched, Mr Hopkins says the depth of range is unprecedented.

“Mazda has done fantastically well in securing user-chooser business and thanks to our rich sporty heritage, which is also reflected in newer models such as the Mazda3 MPS and Mazda6 MPS, I believe we can reap further success as company car drivers look for something different from the mainstream,” said Mr Hopkins.

“Many of our dealers have yet to secure any corporate business. However, they are sitting on potentially lucrative opportunities as companies that run fleets, both large and small, surround them. By helping these dealers tap into that huge marketplace this year we can grow the Mazda brand together. It is vital these dealers look at fleet business long-term.

Aftersales business is also very significant because fleet operators and company car drivers return for regular vehicle servicing and repairs. By providing a first-class aftersales service, coupled with the established quality of Mazda vehicles in terms of reliability and wholelife costs more of our dealers can enjoy long-term relationships with businesses in their areas.”

Mazda’s Regional Corporate Sales Managers are: Jonathan Reynolds (Scotland and the North), Chris Stableford (Midlands), Anita Marvin (the South and South West) and Nick Nikhbaht (London and the South East).