Fleet News

GM move signals American invasion

Fleet managers will be finding Hummers, Cadillacs and Corvettes offered alongside the usual Vauxhall Astras and Saab 9-3s following the decision to bring the three American brands under the wing of Maurice Howkins’ GM fleet division.

GMUK is to take over operational control of the three brands, working with Netherlands-based Kroymans Group, the official European importer and retailers Pendragon Group. Kroymans Corporation will continue to provide back office services for GM in the UK.

Weak sales and a lack of exposure have plagued Cadillac and Corvette since they were re-introduced into the UK market in November 2004. The Saab 9-3-based Cadillac BLS has managed only 200 sales in the past year.

As a result, GMUK is to officially take over all sales, marketing, distribution and aftersales responsibilities from August 1.

The firm is hoping that bringing the brands in-house can revive fortunes in much the same way as when the Vauxhall fleet team took on Saab, where sales leapt 121% in the first full year under the team.

Paul Adler, brand manager, fleet said: “We will be looking for a measured approach to the business, looking to raise exposure of the brands in the first instance through the combination of our excellent sales team, fleet know-how and business best practices.

“We’ve already started that process: at our VXR track days we are exhibited some of the cars to fleet managers and they got a very positive reaction.”

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