Mazda Boosts Small Fleet Focus With New Sales Drive

DARTFORD, UNITED KINGDOM – May 6, 2010: Mazda is boosting its small fleet focus with a major new programme that will see selected dealers working in tandem with an outsourced specialist sales team. The scheme, which was officially launched yesterday (4 May 2010), initially involves 16 franchise dealers across the UK covering ‘28 areas of influence’ with a second wave of 21 dealers covering ‘23 areas of influence’ joining the Mazda Business Development Programme over the following weeks.

The programme has been launched as Mazda looks to expand end-user fleet sales with businesses returning to buying and leasing vehicles after, in many cases, extending replacement cycles during the recession. A target of 1,000 fleet orders from sub-50 fleets during the course of the initiative has been set.

Additionally, Mazda is looking to boost new car sales through alternative channels following the ending of the official Government-backed Scrappage Incentive Scheme and an expectation that there will be no year-on-year increase in retail sales.

While Mazda’s own corporate sales team focuses on fleets running 100+ vehicles, the brand has appointed Magma Services, part of the London-based automotive specialist Magma Group*, to drive forward fleet sales to small and medium enterprises (SMEs) in partnership with franchise dealers.

Magma Services has recruited a team of four Business Development Managers, located regionally to support dealers in maximising local business opportunities in their respective areas. They will spend at least 50 percent of their time working with the dealers who typically already have a business-to-business specialist within their sales team, although some work on a multi-franchise basis.

The Business Development Managers will work with dealer-based sales staff in a three-pronged sales plan on SMEs involving rigorous prospecting, significant marketing and joint visits.

They will then spend the remainder of their time exploiting direct selling opportunities to local businesses and educating SMEs about the opportunities available to them in running their fleet vehicles in partnership with Mazda.

The majority of SMEs continue to outright purchase vehicles - although there is a trend towards leasing - and the improved business cash flow opportunities offered via both Mazda Contract Hire and Personal Contract Hire products will be offered to potential customers.

“We are investing in an outsourced sales programme because we believe that there is a major business opportunity in the small fleet sector to increase Mazda sales. We have invited dealers to join the programme and they have been very receptive,” said Peter Allibon, Fleet and Remarketing Director for Mazda Motors UK.

“They can see that securing sales with businesses in their surrounding area provides opportunities not just to sell new cars but also open service, maintenance and repair work opportunities in the future. Ultimately by forming a strong partnership with SMEs in their respective areas the dealers can look forward to long-standing business relationships,” continued Allibon

“The Business Development Managers working with selected dealers over the next 12 months will therefore leave a legacy that is sustainable long term.”

Although, the new Business Development Managers and dealers will focus on the sub-50 fleet sector there will be some overlap into the 50 to 100-vehicle segment, just as Mazda’s own corporate sales team dips into the sub-100 segment.

“With two separate teams focusing on the smaller and larger ends of the fleet market we have all areas of the market covered. There will be no duplication, but the two teams will refer business opportunities in the 50 to 100-vehicle segment to each other on a case-by-case basis.” explained Allibon.

*The London-based Magma Group, which is chaired by former Ford, Mazda, Jaguar and Ferrari-Maserati senior executive Martin Leach, provides automotive solutions worldwide.