Mazda Takes The 'Zoom-Zoom Experience' To Fleets

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Four hundred of Britain’s leading fleet decision-makers will experience Mazda next month when the fast-growing fleet manufacturer embarks on a country-wide tour with its full range of cars, including the new Mazda3 diesel.

Mazda is taking the ‘zoom-zoom experience’ on the road to four venues, where 100 fleet chiefs, in two sessions per day, will find out all there is to know about the Mazda range and its value for money from both operating and benefit-in-kind tax viewpoints. Mazda will be using the road shows to highlight the qualities that have already won over many fleet managers to the brand.

A Mazda commissioned in-depth survey of key fleet decision-makers – 50 per cent already run Mazdas and 50 per cent have yet to add the brand to their choice list – revealed that in terms of core properties and image Mazda models fulfilled many of the criteria required of company cars. They were reliable and safe; they were comfortable and enjoyable to drive; they matched more prestigious rivals in terms of drive and interior quality; and they were attractive and modern. In addition, the fleet panel also highlighted that Mazda was ‘a professional outfit to deal with’.

Mazda fleet and remarketing director David McGonigle said: ‘The ‘zoom-zoom experience’ will allow us to deliver the Mazda fleet proposition to as many fleet decision-makers as possible and some of whom may not have previously considered Mazda as a credible fleet choice.

‘We will prove the Mazda value for money proposition and believe that it will encourage many fleet managers to introduce Mazda vehicles to choice lists at the expense of more established but stale marques.’

Mazda’s fleet success has been built around the Mazda6 with the recently launched Mazda3 and RX-8 as well as the Mazda2 now adding depth to the line-up.

Mr McGonigle said: ‘Our range has expanded and will continue to grow to give fleets a Mazda vehicle in virtually all choice list sectors.

‘Fleet managers and company car drivers currently enjoying Mazda attributes have recognised the ‘low price, high spec’ concept that we have introduced into the marketplace. Any concerns over CO2 emission levels are mitigated by low list prices that put Mazda vehicles ahead of the opposition in benefit-in-kind tax terms.

‘Add into the fiscal mix operating costs and residual values and the figures show that fleets operating Mazda products will see their money going further than almost any other marque.’

Meanwhile, the reliability of Mazda cars is underlined by the fact that last year it topped Warranty Direct’s Manufacturer Reliability Index for the third year in succession. That table-topping performance came four months after the independent automotive warranty specialist revealed that in a survey of 30 manufacturers labour rates at the marque’s franchised dealers were the lowest in the country.

Published 2 April 2004 Melanie Carter

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