The multinational decided to give all its 1,500 employees the chance to buy their cars through personal contract schemes at favourable terms negotiated with the two suppliers. PHH already manages the 350-strong company car fleet but Zenith was chosen as an additional supplier after a competitive tender.

BAT head of accounting, UK operations David Salt said the company already had a cash for cars scheme, but take-up had been low and the new initiative was an attempt to offer employees an attractive alternative.

Launched last year and developed in conjunction with UDT, Zenith's Personal Choice scheme is tailored for employees of major businesses and includes funding, advice on vehicle choice, full maintenance and guaranteed residual value options.