The Fleet Sector in the Automotive Industry

I was looking through the automotive industry sales stats covering the year-to-date period up to the end of August 2024. Although total industry volume was up year on year by a little over 5%, retail sales were down by over 11% against the same period last year. So, it was clear that fleet registrations were keeping the industry buoyant, representing 60% of the total market.

In a market like this, manufacturers and their Dealer networks should be making the best of ta healthy fleet market and will need to maximise on their local fleet business opportunities. However, Dealers need to be prepared, as the sort of small fleet sales they would be dealing with require a different approach to their retail business. Business sales will have distinct requirements compared to retail buyers. Fleet customers, small and large, look to prioritise long-term value, reliability, and cost-effectiveness over personal preferences, often seeking tailored solutions such as bulk discounts, customised leasing options, and dedicated after-sales support. Dealers need to focus on building ongoing relationships, offering specialised services like maintenance packages, and ensuring quick turnaround times to minimise business downtime. Unlike retail buyers, who may be influenced by brand loyalty or style, fleet buyers value efficiency, operational needs, and total cost of ownership.

All these challenges of course necessitate strategic planning and adaptability from both manufacturers and Dealers to remain competitive in this evolving fleet sales landscape but, with a market so reliant on fleet sales, it’s an opportunity that really cannot be ignored. We Are Acuity have over 25 years’ experience in the automotive space, including fleet marketing solutions. And, within the team, there are many years of fleet experience both operational and marketing related.

If you're interested to find out more, why not schedule a FREE 30-minute assessment today here? It will be well worth your time.

Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog