100 trusted brands
Executive summary This inaugural 100 Trusted Brands in Fleet report assesses the confidence that fleet buyers have in the fleet supply chain. Our extensive research identifies the brands that Britain’s fleets trust, and how perceptions of these brands can vary by supply category. According to our recent OEM Brand Tracker report, Trust is the highest-rating brand attribute of all KPIs measured across 26 car manufacturers and 15 van brands. 71% of fleet buyers cite Trust as the reason to purchase from a fleet manufacturer or supplier. As the automotive sector evolves, buying expectations are likely to evolve, too. In recent times, it was not uncommon for fleet managers to have minimal contact with drivers, particularly those with company cars. Many would deploy a self-serve leasing portal for ordering and servicing purposes. But, as the EV revolution gathers pace, expectations are somewhat different. Fleet managers are expected to know where you can charge your EV, recommend or specify home charger brands and solve the payment and charging reimbursement challenges, using brands that are unfamiliar to many. Fleets expect support from the supply chain to help them meet these challenges. To reinforce why trust is crucial, we share five ways fleets are impacted by change, and the things the fleet supply chain must consider: 1. Fleet objectives The number one priority for UK fleets is to electrify their leasing inventory. This is hardly surprising, what's more interesting is that 45% of fleets tell us they expect to add to, or change, their provider in the next 12 months. 2. Pain point removal Removing the administrative burden associated with payment and reimbursement of EV charging is the number one fleet pain point. While one-third of fleets have no plans to order an electric vehicle in the next 12 months, those fleets with electric vehicles require support.
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3. All change – how does this impact Trust? ● As OEMs begin to roll-out the agency model, it seems that fleets are behind the curve. Only 29% of them are aware of, and understand, the agency model. ● Interest in car subscriptions is high. 48% of fleets say they are likely to consider it in the next 12 months. ● With 1-in-3 company car drivers categorised as perk drivers: safety, CO2 emissions and technology are the three main reasons for replacing company cars. Brands that communicate these messages, are among the most trusted. 4. Helping fleets to help themselves Around half of fleets claim to understand the Total Cost of Ownership (TCO) model, if this is the accepted calculation to justify the switch to EVs, more prominent digital tools such as a TCO calculator must be made available to educate and assist fleets. ● The generous BIK tax incentive for lowemission vehicles is not yet achieving its full potential, as 1-in-5 fleets do not offer their drivers a choice on their company car. These fleets potentially risk losing talent that wishes to unlock the low BIK tax benefits. ● Despite this, fleets expect that a combined 18% of car orders placed in the next 12 months with be electric. One consideration for leasing providers is to help fleets communicate effectively with their drivers during the transition to EVs. 5. Information sources We live in a multi-media world, and so do fleet managers. They consume content to help them in their day-to-day roles via mobiles, tablets, laptops, computers and, of course, print. For those fleets in transition, the first place that they go to access information on electric vehicles is the manufacturer’s website, and, when shortlisting suppliers, fleets trust the information provided in digital newsletters. 1-in-4 fleets now also tell us they use LinkedIn to shortlist suppliers.
