Fleet News

Managing driver behaviour: Incentives

Case study: Ceuta Healthcare

Ceuta Healthcare has 125 company cars and 30 in its grey fleet. In response to high fuel costs, it used to run league tables which rewarded those drivers who consistently used the cheapest fuel outlets, albeit through the company fuelcard, and proved themselves to be savvy about fuel costs.

However, the company has found that while this incentivised staff, the system could be refined.

It has now changed its staff repayment of fuel costs for private mileage from HMRC rates to actual cost.

This affects the driver’s pocket and so, says Helen Bolton,facilities manager, immediately incentivises not only good buying practices but fuel economy.

Ceuta has also instituted a driver of the year scheme, which is awarded to the employee who buys fuel at best price, using supermarket brand fuel, and has no accidents and no points.

“I don’t think the award necessarily affects how people drive during the year,” says Bolton, “but it is well received and people are very proud to have won it.

"It underlines that safety and cost-effectiveness are important to us as a company, from the top down.

“We feel that these schemes have made a difference although we have no figures to prove it.”

Ceuta has a strong culture for reporting any vehicle damage and so does not feel it’s likely that drivers hide minor collisions.

Driver reporting is backed up by twice-yearly vehicle inspections by managers.

However, the company will be stepping up the pressure on minor accidents. “In the future we will be expecting drivers to pay back a percentage of the insurance excess although this isn’t in place yet,” she says.

Leave a comment for your chance to win £20 of John Lewis vouchers.

Every issue of Fleet News the editor picks his favourite comment from the past two weeks – get involved for your chance to appear in print and win!

Comment as guest

Login  /  Register


  • Matthew - 18/10/2013 07:55

    Excellent article

    Reply as guest

    Login  /  Register
  • Martin Otter - 24/10/2013 20:47

    Incentives can be as simple as giving the safest driver the newest van to drive. He gets the shiny new van, you get to know it is safe! Also don't measure absolute values, measure improvements. That way everyone has their own (level) playing field. 10% improvement in safety is 10%; regardless of whether it is the best or worst driver. For that though you need to know your starting point. That's the hardest bit sometimes.

    Reply as guest

    Login  /  Register
  • Izu - 20/04/2016 11:49

    Incentives dont necessarily need to be issuing of plaques, awards and guge sums of money. It is in the little gesture we show to express appreciation. It may be portrayed through publication of driver when they return valuables or materials left over in the car.

    Reply as guest

    Login  /  Register
  • Sebalu - 20/02/2017 13:39

    recognizing improvement can lead to better performance even with the not-so-good drivers

    Reply as guest

    Login  /  Register
Compare costs of your company cars

Looking to acquire new vehicles? Check how much they'll cost to run with our Car Running Cost calculator.

What is your BIK car tax liability?

The Fleet News car tax calculator lets you work out tax costs for both employer and employee