FleetWise Website Personas
Large-fleet manager (with a team of 6)
Logistics – 1000 vehicle mixed fleet – 150 cars (65%EV) + 850 vans (25%EV)
Experienced fleet manager with Board-level input, having worked up from an assistant level in her 20s. A high-profile, mover and shaker in the fleet sector. Influential. Responsible for recruitment and management of her team, and oversight of the company’s fleet activities.
Gains fleet knowledge from… Linked In, Networking, Fleet News
Fairly experienced at fleet management, and Sarah’s assistant. Keen to learn and progress, embracing Zero Emissions (ZE) and new tech. Wants to stay ahead of the ZE game to strengthen her position. She is competitive with her boss, and always keen to know more of the latest options and challenges in the sector
Gains fleet knowledge from… Websites, Linked In, Fleet News, businesscar.co.uk, fleetworld, Sarah
Workhorse van man (manager with assistant)
Construction infrastructure – 200 vans 25 cars
Dan 45
Runs a large fleet of mainly vans. To-the-point, practically-minded manager, straight talking always busy looking for short-cuts and hacks. Cynical (incl about EV). EVs don’t work for his heavy-payload business at the moment. Vans kept at home overnight. Security and insurance are two issues for Dan, along with public-liability and driver safety training. Has to deal with a lot of vehicle damage. Wants knowledge on tap, but needs it delivered in a quick and easyto-understand way.
Only wants to know what he needs to know…. needs curated content. Has his favourite providers of information and is very loyal to them.
Gains fleet knowledge from… Friends, influencers, content he stumbles upon, Construction News
Small-fleet dedicated manager (solo)
Software sales – 60 fleet cars (2O% EVs)
Fairly experienced fleet manager having joined the business five years ago as assistant manager. Desire to keep learning, but overwhelmed with work and constantly fire-fighting. Feels he doesn’t have time to offer his drivers best advice, just enough time to cover off CSR/legalities. Needs his job and the EV transition to be simplified.
Small-fleet and HR manager (solo)
Printing – 25 fleet cars (20% EV) 6 vans and two lorries (all ICE). Uses rental for pool cars.
Relatively little experience, and fleet duties come very much second to her HR role. Has a basic grasp of traditional fleet, but very little regarding ZE transition, as she doesn’t believe in it. However, pressure is growing to move to zero emissions and she needs knowledge… quickly. Wants an easy solution.
Gains fleet knowledge from… Incoming emails/newsletters/fleet sales calls
Small-fleet and facilities manager (one assistant)
Digital development for the NHS – 40 cars (70% EV)
Mike loves his job and is very keen to have an all-electric fleet in line with the business’ digital focus.
Is embracing all aspects of modern fleet: sal-sac, telemetry, charging options, fuel cards, etc, and always wants to know the next big thing. With his small fleet, he enjoys keeping his drivers up-to-date too, and trying to maximise their car-tax savings. He has the challenge of taking the more resistant drivers on his EV journey. Needs more ammo.
Gains fleet knowledge from… All sources available. Is a dinner-party fleet bore!