100 trusted brands
Car brands T
he past two years have highlighted the multitude of expectations that business customers place on car brands. Manufacturing high-quality vehicles is merely the minimum requirement, as fleets seek account-management support to contend with the challenges of long lead times, rising prices, shrinking discounts and the complications of transitioning their operations to electric vehicles. In this new working environment, consultation and communication have moved centre stage, as decision makers try to keep abreast of uncertain vehicle delivery dates; find solutions for order cancellations, and recalibrate company car choice bands, as prices increase between order and delivery. These difficult circumstances have seen trusted car brands communicate clearly and precisely when they have had no option but to increase prices. They've also had to maintain a consistent approach through all their sales channels to protect future residual values. Car brands included in the 100 Trusted Brands have also been in lockstep with their customers, as they adopt electric cars, supplying data for all of the elements that make up the total cost of ownership (TCO), so that fleet decision
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makers can change the foundations of car policies from lease rentals to wholelife costs. Only by factoring in tax, National Insurance, capital allowances, service, maintenance and repair cost projections – plus electricity versus petrol/diesel costs – can fleet decision makers build a business case to electrify company cars, thereby saving drivers a fortune in benefit-inkind tax, and resurrecting the company car as a hugely-attractive employee benefit. Several brands have gone further still, providing demonstrator vehicles for extended periods to enable businesses and their drivers to assess the viability of electric power trains, and to identify where they will require charging infrastructure. Opening access to charging networks via a single RFID tag or app has reassured drivers suffering from range or charging anxiety. In a market where demand has far exceeded supply for almost 24 months, some car brands have disappointed fleet customers with their short-term profiteering. The manufacturers that made it into the 100 Trusted Brands stood by their clients and were supportive suppliers during one of the most difficult periods that the automotive industry has ever faced.
