Car Ownership As Easy As ABC For The BBC

Peugeot 307 SW

 

Alphabet (GB) Ltd, in conjunction with Peugeot, has introduced a special offer under its myDrive car ownership scheme for employees of the BBC. The offer applies to the 206 and 206 Coupé Cabriolet, although employees can also opt for models in the popular 307 range.

The offer was publicised through a special marketing campaign with ‘desk drops’, posters and advertising in the company’s in-house magazine, Ariel, reaching a potential audience of 22,000 people.

Employees opting for this scheme can take advantage of a number of benefits including:

  • No deposit
  • Access to a new car every two years
  • Fully comprehensive motor insurance
  • All servicing and routine repair costs
  • Road fund licence
  • All replacement tyres, batteries and exhausts
  • AA Relay Plus and European roadside assistance
  • Fixed depreciation, and at the end of the contract customers can either make a final payment and keep the vehicle, or return it to Alphabet
In the first week following the advertising campaign, orders for Peugeots increased by 58%, and to date over 250 206s and over 200 307s have been ordered on the myDrive scheme.

Jon Burdekin, account manager at Alphabet said: "We are committed to seeking out the very best deals for BBC employees through myDrive, so I am delighted that this initiative has been such a success. The 206 has been the most popular model as it looks stylish and represents good value for money."

Paul Farley, HR Director, Reward and Commercial Businesses for the BBC said: "The fundamental challenge we faced was to devise just one scheme to all employees that was flexible enough to enable us to extend a competitively-priced and fully-inclusive car benefit to the whole workforce.

"The reaction to the launch of myDrive has been overwhelmingly positive - not least in providing many of our staff with the opportunity to achieve the now commonly-held aspiration to drive a brand new car."

Published 10 November 2003 Melanie Carter

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