Fleet News

Suzuki GB wins 2020 Fleet News Most Improved Fleet Manufacturer of the Year Award

2019 was a transformative year for Suzuki GB.

Two years in the making, in July the brand launched the Suzuki Business Partner (SBP) programme in the UK.

It sees dealers manage sales from contract hire and leasing companies while giving them the power to generate incremental sales from local SMEs.

The programme incorporates 32 dedicated fleet dealer groups (with around 60 dealerships), fleet specialists at each site, dedicated demonstrator vehicles, new approaches to marketing, demos, admin and resources, a new aftersales charter (including reduced labour and oil rates) and a bonus programme incentivising Suzuki business partners to exceed service level agreements.

As part of the scaling of the programme, Suzuki has hired a used car and re-marketing manager, dedicated to working with the leasing industry and management of end-of-contract vehicles to ensure residual values achieved are fair across the product line-up for all parties.

Finally, the role of cost of ownership and re-marketing manager has been created to work closely with industry guides and aftersales and production departments on all models to improve RVs.

The SBP is also supported by a fleet demo app with vehicle ordering, a national used car programme and e-auction platform, designed to protect residuals with vehicles sourced from the Suzuki GB network.

“It’s a programme all about empowering our dealers around the country to manage incoming sales from contract hire and leasing companies, while also enabling them to generate sales from local business fleet needs,” said Suzuki.

The results of the SBP have been impressive, despite the challenging UK market place and economic uncertainty. 

True fleet registrations through external leasing providers (excluding Suzuki Contract Hire and rental business) has grown 45%; Suzuki Contract Hire registrations have increased 132%.

Nine contract hire and leasing companies have requested Suzuki deals and its fleet market share (excluding Motability and rental) increased from 1.04% to 1.25%.

Judges’ comments: Suzuki has put in place a new fleet business programme over the past two years as part of a complete rethink in the corporate market. While it has never had a huge foothold in fleet, the restructure, which includes fleet specialists across its dealer network, shows serious intent, and has already resulted in impressive growth in the leasing sector last year. Suzuki is now ready and able to service the fleet market.


Finalists: Hyundai UK, Mercedes-Benz, Suzuki GB, Toyota GB

Award sponsored by: Athlon


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