Historically, the leasing firm has sold its vehicles directly to trade, but a re-evaluation of its methods has seen it sign deals to auction more than 90% of its stock with Manheim and BCA.
Adrian Baldwin, Masterlease’s marketing communications manager, said: ‘It allows us to get our vehicles to a broader market and allows vehicles to be sold a lot quicker. The benefit of that is quicker cash flow and lower stocking costs, as well as less depreciation costs.’
Masterlease spent five months considering its position before deciding to go down the auction route. Baldwin said: ‘It seems to make the most sense.
‘Traders buying our vehicles shouldn’t really notice a lot of difference, and our customers that drive our vehicles won’t notice any difference at all.’
BCA sales have already started with two Christmas Cracker Sales during December at Nottingham and Blackbushe. Vehicles will then continue to be sold in a regular programme of sales at Blackbushe, Belle Vue and Nottingham.
Masterlease’s programme with Manheim kicks off in January with a fruity theme.
The marketing campaign centres on a series of promotional activities using cherries, peaches and plums to raise buyers’ awareness of this ‘fresh ex-contract stock’ coming to auction.
The deal should see around 10,000 vehicles auctioned annually.
Masterlease's new fruity campaign