FN: How easy was it to bring the staff with you on this journey?
DP: Everyone likes to win and to some extent they’ve become a lot more confident now than they were perhaps 18 months ago.
We now know we can win new business, because that’s what we’ve done and the list of new customers we’ve won is very impressive.
Success breeds success and everybody continues to be very enthusiastic.
FN: Now you’ve achieved this success, what challenges does the business face in the next 12 to 18 months?
DP: We will continue with our strategy, which is to look after our existing customers and win new business.
We have already won some significant accounts this year, but our market share will be lower in 2011 than in 2010.
This is partly because of a mechanical effect.
The market is made up of a core fleet – corporate customers, motability and rental – and the mechanical effect is the fact we wrote less motability business in 2008 and therefore we’ve got less renewals in 2011.
Then if you play that out further, we wrote even less in 2009 and therefore 2012 will be lower than that.
We’ve also reduced our rental volume, so we’ve got a similar strategy as we had in previous years in that we want to manage our channels in the most profitable way we can and manage the residual values of the vehicles to make sure we’re not over exposed in any channel.
Renault is gearing up for the launch of its first electric vehicle, the Kangoo ZE, after achieving its highest ever growth in the fleet sector in 2010.
Its cumulative fleet car share of almost 4.8% was an increase of 2.2 percentage points, helping it to achieve 5% market share for cars and vans.
Fleet car sales rose from 22,642 units to 46,354, while vans increased from 9,065 to 16,872.
“If you look at our performance last year, we were certainly the biggest winner in terms of fleet growth and also in terms of van share,” said Payne.
“However, I’d be naïve to think we’ve convinced everyone. We still have work to do.”
This year, Renault is aiming to consolidate with a share of more than 4% for cars, while maintaining its 7.5% share for vans.
Director, fleet and commercial vehicle operations Darren Payne
Time in job 18 months
Car sales 2010 95,608
Fleet car sales 2010 46,354