Fleet News

Honda challenges the norm in fleet sales push

HONDA'S bid to almost double fleet sales in 1997 will be undertaken on the back of a unique approach to the fleet market. While most manufacturers are expanding their corporate dealer network, Honda has reduced its network from 55 to 24, is not giving those dealers special corporate sale terms, will not indulge in tactical bonuses, and has pledged not to take part in distress marketing.

The unusual move follows a redefinition of Honda's brand values and a pledge from newly promoted Honda (UK) managing director Ken Keir that 'we are challenging the norm'.

Last year Honda's fleet sales totalled 9,100 out of total UK sales of 50,075 which it is hoped will rise to 75,000 units over the next three years with 60% of cars sold built at the company's Swindon plant. This year Honda is gunning for around 17,000 fleet sales with the figure rising to 22,000 units next year with no increase in the 2,000 rental units sold last year.

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