FN: BMW has had a very strong year in retail, less so in corporate. Is that simply reflecting the broader market demand?

SC: We have had very strong price-led offers for retail across the sector.

For corporate, there had been a hangover from the financial crisis of 2008/09 with extensions reflected among some of our large customers.

We have seen a strong performance in small business, where we are up by 60% on orders year-to-date. Next year we anticipate a much bigger year with renewal opportunities.

We will also have 14 new models for BMW and Mini next year, including the i8, 2 Series and Mini hatchback. All products will offer more specification and be larger in size but still retain CO2 or improve on it.

FN: How determined are you to be number one in fleet – and what does being number one actually mean?

SC: Fleet, for me, is about focusing on your corporate customers and the leasing sector, understanding their needs and requirements.

We keep an eye on the competition but we have clarity on our strategy. I believe that being number one isn’t just about sales.

That’s critically important, of course, but it’s also about sustainable growth. Short-term gain is too heavy a cost for us and it compromises customers in the medium to long-term.

We have seen hyper competition in fleet in the last 12-18 months and we’ve seen others gain share.

But I’m reassured that our customers see us as number one and I’m proud to have retained the Fleet News manufacturer of the year title.

FN: BMW always does a lot of work behind the scenes. Tell us about some of your latest fleet initiatives.

SC: First is our aftersales corporate charter which has 10 commitments such as our premium service offer on bookings and complementary collection and delivery within 15 miles.

This is about dealers understanding customer needs and delivering service.

We have also launched BMW Corporate Launch Pad for specific corporate communications for fleets and leasing that can also be rolled out to drivers.

It will include news, technology and model information and a fleet hub of driver guides and best practice advice.