We inviteyour brand to participate in the next wave of the LeasingBrandTracker2025—themostcomprehensive benchmarking study in the leasing sector.
This researchprogrammeprovidesa robust evaluation of brand performance brandhealth,communications,and core leasingattributes.Designedto inform strategyand sharpencompetitive positioning,the Tracker deliversactionable insights derivedfrom a nationally representative fleetaudience,segmentedby fleet size and sector.
For the upcoming wave,thereis a unique opportunity for participating brands to propose uptofivenewKPIs,to be integratedinto the surveyframework—ensuringcontinued relevance toevolvingmarketneeds.Thesenew measures mustalign with the existing methodologyand be appropriate for the sampleprofile.
Crucially, our approach is underpinnedbytriedandtestedmethodologies,developedand refined through our longstanding work across establishedcarandvanbrandtrackingstudies.This ensuresdata integrity, continuity of benchmarking,and confidence in the insights delivered.
•Evaluation of marketingeffectivenessandcommunicationsROI, supportedby FleetMediaTracker integration
•Optional campaigntestingmodules with a routed sampleof 100 fleetdecision-makers
Participation in the LeasingBrand Tracker not only providesyour teamwith high-value intelligence—itoffers the opportunity to influencetheKPIsthatdefineindustryleadership. The standard surveysampleof 300can be augmentedto increaseyour target sectorand delivera customreport in addition to the standard report based on a consistentsample.
We welcomeyour involvementas we shape the next chapterof leasing insight.
2. Introduction
3. About 360 Media Group
5. Surveystructureand sampleprofile
10 Listof brands included
11. Brand scorecard
12. Sample slides
19. Outputs
20.. Fees
About360MediaGroupLtd
Trusted insight partners to the automotive and leasing sectors, 360 Media Group Ltd is a specialist research and media consultancy,focused exclusively on the fleet, leasing and mobility markets. With deep expertise in commercial vehicle and car brand tracking, we help leading brands make informed, evidence-based decisions that drive business outcomes.
Credentials
We have forged an established track record in delivering large-scale brand and comms trackers across the UK automotive and fleet sectors. Publishers of the Fleet Brand Tracker measuring 28 car and 15 van brands, now in its fifth edition. We also produce the annualFleet Media Tracker, providing a detailed view of channelperformance and buyer behaviour. The first Leasing Brand Tracker, is the industry's only multi-brand benchmarkingtool aligned to the needs of SME, mid-size and corporate fleets. FleetTrends is Trusted by OEMs, leasing companies,and mobility providers to deliver independent, high-integrity insight. Proven methodologies deployed across car, van and leasing brand tracking studies ensure consistency and data confidence.
OurMission
To equip our partners with the intelligence needed to influence, differentiate and lead in an increasingly competitive market and to help executive comms strategies thoughout sister brand, FleetWise.
Survey structure
SurveyStructure
The LeasingBrandTracker provides a comprehensivebenchmarkof brandhealth,communications, andbrand competencemetrics,measuringperformance againsta core setof 12industrycompetitors.The Tracker is enhanced by insights from the FleetMediaTracker, offering a unique lenson mediaperformanceand marketingeffectiveness.
▪ BrandHealth, awareness, consideration, familiarity, like and loyalty.
▪ Communications: received, interaction, engagement, plus website.
▪ The ‘knownfor’competencesmetrics include Consultancy services, transitioning to EV or Hybrid vehicles Commercial Vehicle funding. Car Funding, CSR, Rental, Feet Insurance and Salary sacrifice.
▪ Painpoints– strategy, fleet management, operational and leasing pain points, influences and information needs. NewKPIsforwavetwoinclude:
❑ Digital Journey, customer journey and aided recall.
❑ Optional campaign testing is available for up to 3 brands. (routed sample of 100)
Key performance indicators across brand health and competenceattributes inform strategic decisions around messaging, investmentpriorities, and campaign execution. Meanwhile, the communications framework assesses mediaexposure, engagement,andinteraction, enabling a robust evaluation of marketingROI across all major touchpoints.
SampleProfile
The research sample is controlled by fleet size, with fleets operating cars and/or vans allocated into one of three bandings; SMEs6-25vehicles, Mid-size 26-99 and Corporate100plus. The chart below (left) is the total combined sample. The chart below (right) identifies the percentage of fleets operating either cars and/orvans by fleet size.
Sample Profile by Total Fleet Size
Sample Profile by Car & Vans Fleet Size
Q3_a. How many CARs does your company operate? Q3_b. How many VANs does your company operate?
Q3_a. How many CARs does your company operate? Q3_b. How many VANs does your company operate?
Researchsample
Fleetdecision makersrepresentover twentydifferent job functions, influenced by company size and the purpose of fleet. We control the sampleby decision-making responsibilities,so all respondentsmustbe responsiblefor influencing or buying fleet vehicles.
Sampleprofileby decisionmakinginfluence
Note: respondents may work across multiple functions
SampleProfile
The researchidentifieswherefleetsoperatecars and/or vans by their primary businessfunction, allocated into one of nine industry sectors.
1 in 4 fleetshave a soleleasing provider with 43% of fleets using two leasing providersand 31% have threeor more. The primaryprovider is identified in the report.
Number of Leasing Providers
Q5b. In which of the following sectors does your company operate?
Flexibility on vehicle funding, costreduction and productivity are the top 3 fleet priorities, reflecting the economicpressures. EV transition is in fourth place, with SMEs moving this up the agenda to 2nd .
OperationalPainPoints
The top 3 operational pain points are organising vehicle servicing and maintenance, paying and reporting for fuel and tracking and routing. Unplannedvehicle downtime and organising hire vehicles are likely to be related challenges and score almost the same as the 3rd place pain point.
FleetManagementPainPoints
The top 3 fleet management pain points are unexpected costs, lackof transparency with the current fleet and managingvehicle data. Corporate fleets and SMEs also cite the transition to electric vans as joint 3rd. Whilst Corporate fleets recognise the administrative burden associated with runninga low emission fleet.
LeasingPainPoints
The top 3 pain points are consistencyin maintaining vehicles, unexpected costs and emissions reporting. Integration of supplier data is the 3rd greatest pain point for SMEs.
InfluentialFactors
Fleet management software, integrated data solutions and bundle EV chargingare the top three requirements when considering using a new leasing provider.
InfluentialInformation
Websites, third party reviews and adverts are the top three sources of influential information. Corporate fleets are more likely to be influenced by commentators.
FleetMediaTracker
Four dashboards outline information needs,platform useand influence on buying decision.
‘Knownfor’competencescore–leaguetable
Brand Appeal Scores
The Brand Appeal KPIs consist of seven metrics that form the core leasing proposition.
The overall score is calculated by combined the seven individualscore, divided by seven and multiplied by ten.
Two groups of six brands are shown to the respondent on a random basis, each has a sample of 150 fleets rating them based on their perceptions.
CarLeasingBrandLoyaltyScore–leaguetable
The loyalty score is a measurement of fleet intent to renew the contract with their primary leasing provider. 76% of fleets are very likely to retain their primary car leasing provider at the end of their contract.
BrandAppealLeagueTables–RentalVehicles
Brand Appeal League Tables
RentalVehicles
Fleets were asked to share their opinionson the capabilities of leasing providers.
Rental capabilities were rated across twelve leasing providers with the market benchmark score of 6.84.:
Verbatimcomments
Reputation Proposition
They are trustworthy
Trust and flexibility
The main reason I intend to consider using xxxxxx is their reputation
A good range of services
Access to variety of services
They are a global leader in mobility and vehicle leasing
Theyhavebeenhighlyrated andrecommended thatiswhywe are looking attheirsustainable businessvehicle leasing solutions.
xxxxxxx is sustainable and cost effective
They are efficient and reliable
Attributes
I've worked in previous companies who use xxxxxxx, and they were very efficient and effective
They are reliable and easy to work with I have heard good reviews, but the excess prices are high.
Good customer service and they have positive reviews
How to use this report - generic outputs
Prioritisemessagingto change brand perceptions.
Reinforceyour brand position by sharing your highlights reel.
Prioritisemedia& events channels to increase engagementlevels.
Explore opportunities with job-needfleetsto transition themto EVs.
Target fleet profiles that have the strongest brand affinity
