Tod Evans, managing director of Peugeot UK, says that the quality and quantity of a manufacturer's advertising is key to making a product desirable on both the new and used market.
If a car is in demand, then buyers at auction will be prepared to pay more knowing they can charge a premium on the forecourt, he said.
Evans added: 'Fleets should take an interest in the adverts that are out there. If it consistently creates a desire and a strong following, it can mean good residual values. You obviously need a good car and a good brand as well, but good adverts are also important.'