However, the company is refusing to reveal what deals fleets will be offered and exactly what services customers could expect. A Virgin spokesman said: 'We will be talking to fleets but we cannot talk about discounts nor timing as we are still formulating our strategy.' Virgin has said it expects direct sales operations to dominate the new car market within three years, although fleets continue to fight shy of direct selling
Announcing the new group, Virgin boss Branson said: 'The industry needs shaking up because prices are too high and service is mediocre. It is ripe Virgin territory and I believe we can shake it up.' And Virgin Cars chief executive officer Ian Lancaster said: 'You would be insane to buy a new car in the UK right now.'