AT consumer level, all the brands in Fiat Chrysler Automobiles’ stable will go to market individually. But at leasing and fleet level, the approach will be a group one as it goes to market as FCA Fleet.
FCA Fleet encompasses Fiat, Alfa Romeo, Abarth, Fiat Professional, Jeep, and Maserati, while the after sales programme is being developed by Mopar, a massive brand in the States but relatively unknown here.
“We want a single point of contact for all our fleet and leasing activity,” said Francis Bleasdale, fleet and used car director at Fiat Chrysler Automobiles.
“With the introduction of the Alfa Romeo Giulia and the Fiat Tipo we now have the products to offer a complete fleet offering, from a Fiat 500 through a premium saloon, SUV and all the way to a 3.5 tonne panel van,” said Bleasdale.
Current FCA Fleet volume through leasing companies is 30% but Bleasdale says he sees this increasing by 5-10% over the next 18 months.
“We want to have credibility as a fleet provider,” Bleasdale commented, saying it had been three years in the building to get to the point where FCA Fleet was being treated seriously. Recently FCA Fleet picked up a ‘Most improved fleet manufacturer award’ recognising the progress achieved by the group.
To support FCA Fleet’s expansion, there is a dedicated leasing team headed up by national corporate and leasing manager Rob English, that embraces:
- Contract hire & leasing manager north – Adam Bowen
- Contract hire & leasing manager midlands – Simon Cooper
- Contract hire & leasing manager south – Mike Miles
- Total cost of ownership (TCO) manager – Chris Lovegrove
- Key account manager 500+ – Ben Ridge
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In addition, Steve Ward is the national corporate LCV manager with two corporate LCV managers James Hooker (blue lights and conversions) and George Newton (nationals).
Bleasdale says the addition of the TCO and RV analyst has helped FCA Fleet improve its position with leasing companies with a supporting narrative to the launch of new products.
“Giulia matches the premium German brands on RVs and we’ll be managing those RVs through the model’s lifecycle,” he added. “We want to be protective over our products.”
Bleasdale said he expected to do 1,900 Giulias in 2017, increasing to 4,000 in a full year.
In addition, FCA Fleet would increase its fleet specialist dealers from 28 to 40 over the next 18 months as the group consolidated its fleet offering to the market.
