“This package is available as an option on Doblo and Fiorino and informs the driver about driving habits, measuring things like harsh acceleration and braking,” he says.

“The information gained can be downloaded by the fleet manager so we feel that this is much more likely to get results than the classic classroom training.”

A third area of concern among fleet operators is safety. Fiat has directly responded to this by making the Electronic Stability Programme – which helps to overcome sideways skids and includes LAC (load adaptive control), Hill Holder, HBA (hydraulic brake assist), ASR (anti-slip regulation) and MSR (engine drag torque control to prevent wheel spin) – standard on all Ducato models, unlike its twin brothers, the Citroën Relay and Peugeot Boxer.

Fedrigo says: “To be honest, this was a request more from industry experts than fleet buyers and we have had to increase the price of Ducato by around £300 to cover the cost.

"But once we have explained to fleets that this price and more will be recouped the first time a driver avoids an accident, they understand and feedback so far has been positive.”

By the time Fedrigo arrived in 2011, Fiat Professional was already making inroads in fleet. But after looking at what was on offer, he felt there was still work to be done to ensure that fleet needs were being met exactly.

One area where he began making big changes was in the dealer network, which numbered 135 when he arrived. It has been pared down to 121 and he aims to reduce it even further to 110.

While this may seem like a strange move, Fedrigo says  it is part of his focus on fleet.

“When I arrived, some of our dealers saw the van business as an add-on to the car business, but this just isn’t acceptable.

"We want van dealers who are totally engaged in light commercial vehicles and can offer fleet buyers a complete service, which includes advice on choice of vehicles, finance options such as contract hire versus outright purchase and an enhanced aftersales service,” he says.

Teaching sales staff to go beyond the brand

“We have invested a lot of money in improving our vehicles and we expect our dealers to invest their money in improving their service to fleets. That way they will get a better return on their investment as people begin to realise the benefits of buying Fiat over other brands,” says Fedrigo.