In a series of recruitment advertisements, Pearl is promoting other user-chooser options saying: 'What you drive is not necessarily what you are, but it can make you feel a whole lot better about a long day on the road.' The new car scheme allows employees to opt for a cheaper model, such as a Volkswagen, and pocket a cash incentive or pay a bigger premium for a more expensive car, such as a Mercedes. Drivers can also trade up to a higher-spec BMW, although they are restricted to a 3-series.
Pearl Assurance is the latest in a string of fleets to back the vital role company cars play in recruiting and retaining staff, in contrast to some media reports that purchases are on the decline. In fact, fleets have bought cars steadily throughout 1999 in line with planned replacement cycles and it is only the 15.7% growth rate of the overall new-car market, susceptible to the 'feel-good' mood swings of retail buyers, that can cast any shadow over a powerful fleet performance.