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.

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.

Who do fleets trust the most?

The brand categories are leasing, OEM cars, OEM vans, OEM cars & vans combined, Rental, Fleet Services, Tracking, EV Services and Charging.

Car and van makers achieved the best ratings, with brands that provide both types, scoring highest. Mercedes-Benz is the class leader.

The most trusted category is Leasing, while, outside of the OEMs, the Tesla Supercharger brand scores highest.

Allstar takes first place in EV Services, while the best-in-class brands across the core sectors of Fleet Services, Leasing, and Rental are The AA, Volkswagen Financial Services and Europcar, respectively.

Meanwhile, the Tracking category is headed by Michelin Connected Fleet.

Trusted brands volume by supply category

20%

15%

10%

5%

0%

Leasing OEM car only Fleet services Charging OEM car & van Tracking Rental OEM van only EV services

Trusted brands in each supply category

Just 100 brands qualify for the right to be granted 'Trusted' status, and, outside of the OEMs, Funding and Fleet Services dominate the categories. Interestingly, Charging is already the (joint) fourth largest sector, showing just how far we have come in a short time.

EV Services is driven by many new brands, start-ups and products that the fleet sector may be unfamiliar with; so it's encouraging to see four thriving 'newbies' recognised in the Top 100.

How trust scores vary by supplier categories

60%

45%

30%

15%

0%

OEM car only OEM car & van Charging OEM van only Fleet services

■ Best in class ■ Benchmark ■ Variance low score vs Best in class Leasing EV services Rental Tracking