Fleet News

Accord sets sights on user-chooser market

Honda is to put more focus on user-chooser drivers as it promotes the forthcoming new Accord.

The launch represents a key fleet vehicle for the carmaker.

Graham Avent, Honda’s manager of corporate operations, believes the outgoing Accord was the first offering from the Japanese manufacturer to represent a credible offering to user-choosers.

“When we launched the previous generation Accord we targeted fleet managers and leasing companies,” he said.

“But now, from a corporate perspective, we need to get more involved with the end users – the drivers themselves.

“Honda is very good at being on the retail drivers’ radar, but in corporate there is room for improvement.”

To try and raise awareness among company car drivers, Honda is ramping up its promotional activities as the arrival of the new Accord draws closer.

“We are doing a corporate launch with fleet influencers and leasing companies but we’re also doing six regional experience days across the country.

“At these, we invite drivers looking to exchange their company cars, and their families, for a family day out,” Mr Avent said.

“Our corporate sales managers are not just seeing fleet managers.

“If the car is not on the drivers’ radars then all the work comes to a bit of a halt.

“It’s certainly where we need to raise our game in the corporate arena.

“This step towards engaging end users is new. We didn’t do that when we launched the
original Accord – we’re taking a much more holistic approach.”

The new Accord saloon goes on sale on June 1, with a Tourer estate following in September.

Honda hopes to sell a total of 10,000 cars during the remainder of 2008.

The outgoing model sold just over 8,000 in the whole of 2007.

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