Fleet News

Toyota looks to increase fleet sales by 10%

Toyota is looking to grow its fleet sales by 8-10% next year on the back of a host of hybrid launches, including Yaris, the Prius+ seven-seat MPV and Prius Plug-in.

Together with a new GS450h, it gives the brand a hybrid proposition throughout the Toyota and Lexus model range. “We can have a brand conversation with fleets,” said Toyota GB marketing manager Jon Hunt.

“We are seeing a change in the mind with fleets looking at NOx and particulates, especially in the public sector. They have to consider the whole picture and we are being asked for NOx emissions.”

Hunt believes there is a lack of awareness by employers and drivers into the changes to the BIK structure next year. The lower 10% threshold is dropped with tax rates rising by 1% from 100g/km rather than from 120g/km as now.

“A lot of companies have outsourced their fleets and they have a tendency to fix their choice lists for three years so people will re-order without consider changes to BIK,” he told Fleet News.

Toyota is looking to promote the benefits of its products beyond emissions levels by focusing on true cost of ownership. Instead of the standard running costs calculations, it is looking at the financials of discounted cashflow, tax returns for smaller companies and VAT.

The company has launched a new tool that shows the various calculations and will help its dealers to advise smaller fleets on the best funding options for their business.

“We think it will throw up some issues with companies not appreciating the savings that are possible,” Hunt said. “Too many fleets focus on the cost per rental or pence per mile on running costs.

“This will help our business centres to provide a more consultative support for fleets. But it will also help contract hire companies to make decisions. We have a job to do to put the information in a way that they understand.”

Toyota has also embarked on a learning initiative to understand what fleets want from it and its dealers. It expects to make changes to its fleet support programme next year which are likely to include enhancements to the national fleet servicing programme, such as centralised collection and delivery and booking services for larger fleets.

For Toyota, it all comes down to guaranteeing consistency of service across the retail network.

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