Nick Themistocleous, Ford Motor Company's director of European fleet and leasing, told delegates how growth tenders were growing by less than 5% a year and fleets were warned not to rely solely on pan-European deals.
Themistocleous said: 'Pan-European deals are increasing but this is not always the best solution.'
Ford estimates that the fleet share in Europe across business to business is 30% to 35%, but this is affected by business practices and taxation.
Driving factors behind business in Europe include the single currency, sourcing strategies and staff loyalty, according to Themistocleous.
He outlined the challenges facing fleet executives moving into the European market, claiming they needed to look at local market preferences as a national deal structure may work better.
Themistocleous also believes changes to block exemption rules will affect the pan-European market for both car manufacturers and heads of fleet.
He said: 'Dealer groups will grow as a result of block exemption - they will actively develop across national boundaries.'
Looking towards the future, Themistocleous believes fleets need to be aware of benchmarking costs and take into account wholelife costs.
He added: 'It is a buyers' market and manufacturers will have to increase their service offering.'