Shift to mobility means OEMs need new sales approach

November 02, 2016

Companies increasingly want to talk about mobility with suppliers, rather than just cars, which will require a new sales approach from OEMs.

New research suggests that corporate fleet and travel departments could merge in the next two to three years as employers adopt a ‘total cost of mobility’ approach.

As a result, managers want to discuss how they can consolidate supply chains and generate insightful business information on all their travel costs and requirements.

A survey conducted by LeasePlan, one of the world’s largest vehicle leasing companies, in association with the UK Association of Car Fleet Operators, found that 86% of employers want the option of booking multiple transport options through a single service provider.

In addition, 68% want access to mobility payment cards that provide control over the cost of multiple forms of transport, including access to key performance indicators on costs and usage.

Several manufacturers have responded to this emerging trend by redefining themselves as mobility providers.

These include Mercedes-Benz, which has launched Mercedes Me as a home for a range of services for the ‘connected customer’. PSA Group is bringing all its mobility services under a single brand called Free2Move.

Strategic success will depend on sales executives and their managers being trained to brief customers on all transport services, not just company car offers.

Chris Haynes is one of a new generation of customers who need a holistic transport approach from suppliers in his recently created role of fleet and business travel manager at Ricoh.

He told Fleet News: ‘The synergies between fleet and business travel had become glaringly obvious.’

He has introduced a dedicated online travel portal, with an interactive dashboard, so the cost of every journey can be viewed by employees or managers, so the most cost effective option can be chosen at the best price.

He said: ‘Employees have been re-educated. Using technology equals cost and time savings and an enhanced [user] experience.’

More information about mobility…


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