Fleet News

Fleets consider cars as mobile billboards

MORE than a third of fleets would consider accepting adverts on company cars in order to dramatically cut their leasing costs, new research has revealed.

A survey by Paragon Car Finance of 1,000 fleets throughout the country revealed that 39% of fleet decision-makers would consider accepting adverts on their cars if it lowered lease rates. Advertising on vans is nothing new, but cars offer a much more difficult proposal, as employees might resist any such move.

However, several companies are already exploiting the publicity benefits of using cars as mobile billboards.

MonoCar, a Smart car-based taxi service in London, signed a deal with Unilever to put adverts on its vehicles for a new fragrance called Latitude Longitude by Nautica. And First Great Eastern Railways used 16 Smart cars to carry adverts for its train services to customers, using adverts placed on the cars by a company called Ad-wraps.

Pawan Pandya, head of Paragon Car Finance, said: 'A few years ago advertising on clothing was unheard of. Now, most leisurewear carries prominent brands.

'At one time, adverts on black cabs would have been unthinkable as well, but today it is the norm, so advertising on cars can happen if customers want.'

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