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Hyundai scheme targets fleet sales

Hyundai is piloting a corporate scheme at five dealer-ships, with an aim to get a 2% fleet market share by 2013.

If successful, it will be rolled out to around 35 UK Hyundai dealers in metropolitan areas.

The programme, called Think Business, sends out email newsletters to local businesses in order to make first contact.

Staff targeted may not be fleet managers but employees who make car buying and management decisions.

The newsletter is sent out monthly with articles concerning company car best practice, industry knowledge and advice.

If businesses show an interest by clicking through to the website, then a salesperson from the local dealership will follow up the lead.

The five participating dealerships – Milton Keynes Hyundai, Hyundai London, Trinity Motors in Hinckley, Telford Hyundai in Carlisle and Taggarts in Motherwell – have each appointed a staff member to be trained for fleet sales.

The employee’s salary will be increased for the first six months of the fleet scheme to compensate for commission that could otherwise be gained by retail sales.

“It doesn’t work to try and sell retail and fleet at the same time,” said Hyundai managing director Tony Whitehorn.

As fleet sales kick in, salary will go down and commission will go up.

The corporate specialist network (CSN) will cost dealers around £12,000 to implement with an additional investment of £40,000 from Hyundai for salary support and extra demonstrators.

“The best way of getting to fleet is through dealers,” said Whitehorn. “Local businesses are the most important – there is huge loyalty.”

Hyundai currently has a 0.5% market share of fleet. Around 75% of its sales are retail compared to a national average of 49%.

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