Mazda Launches Small Fleet Scheme in the UK

The British division of Mazda announced it will be switching focus to increase the market share on the small fleet sector and launched a scheme that targets 1,000 fleet orders from sub-50 fleets over the next 12 months. Initially, the scheme involves 16 franchise dealers across the UK, followed by a second wave of 21 dealers over the following weeks.

Additionally, Mazda is looking to boost new car sales through alternative channels following the ending of the official Government-backed scrappage incentive scheme.

The brand has appointed Magma Service to drive forward fleet sales to small and medium enterprises (SMEs) in partnership with franchise dealers. Mazda’s own corporate sales team focuses on fleets running 100+ vehicles.

Magma Services has recruited a team of four business development managers, who will spend at least 50 percent of their time working with the dealer-based sales staff and the rest of their time by exploiting direct selling opportunities to local SMEs.

“We are investing in an outsourced sales programme because we believe that there is a major business opportunity in the small fleet sector to increase Mazda sales. We have invited dealers to join the programme and they have been very receptive,” said Peter Allibon, Fleet and Remarketing Director for Mazda Motors UK.

“With two separate teams focusing on the smaller and larger ends of the fleet market we have all areas of the market covered. There will be no duplication, but the two teams will refer business opportunities in the 50 to 100-vehicle segment to each other on a case-by-case basis,” explained Allibon.