Lexus Leasing Charter Signals An End To 'Invisible Sales'

The Lexus Leasing Charter

 

Business drivers whose companies obtain their Lexus cars on lease will in future be able to enjoy the same "full Lexus luxury experience" that retail customers enjoy – if the lessor is a participant in the groundbreaking Lexus Leasing Charter programme.

Leasedrive Ltd, the contract hire and leasing arm of one of the UK's largest independent privately owned vehicle management groups, has become the first company to participate in the innovative Lexus corporate sales scheme. Leasedrive's clients include global companies Microsoft and Orange.

Lexus is offering Leasedrive and other leasing companies a series of attractive benefits in return for access to their customer databases so that it can identify Lexus owners. The relevant information would be fed into the Lexus customer database and all new names would be added automatically.

The data would be used by Lexus to offer added-value benefits to those customers, in the same way that it would approach private customers.

"Fleet drivers currently miss out on some of the ownership experience that differentiates Lexus from other premium brands," said Andy Simpson, Lexus GB's National Corporate & Re-Marketing Manager. "When a motor manufacturer sells a car to the leasing industry it has no direct connection with the end-user.

"To all intents and purposes these are invisible customers, and it is this missing link that we are addressing with the Lexus Leasing Charter. Fleet customers' brand experience has been limited to our products and aftersales, but we want to ensure that they get the chance to enjoy the whole unique Lexus experience."

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Published 3 December 2003 Melanie Carter
 
 

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