Mazda is to double the number of fleet specialist dealers it has in the UK as it seeks to further expand corporate business. Mazda had a 140-strong dealer network at the end of 2003, including seven fleet specialist dealers. By the end of Q2 Mazda expects to have a fleet specialist dealer network of 15, each with a dedicated corporate sales manager and a corporate demonstrator fleet. The Mazda dealer network will total 157 by the end of 2004.
Mazda fleet and remarketing director David McGonigle said: ‘The 15 fleet specialist dealers are located throughout the UK, however it is important that we recognise that all Mazda dealers are equipped to sell fleet and we have established a programme to encourage just that.
‘The fleet specialists have relationships with major blue chip customers and contract hire and leasing companies, while the rest of the network is focused on winning more localised fleet business.’
The dealer network also provides a crucial link between Mazda’s corporate sales team headed by Mr McGonigle and the marque’s customers. Mr McGonigle said: ‘We have a modern range of vehicles and many companies have recognised the unique proposition we have brought to the market place. However, to help further expand our fleet business our dealers must be our ‘eyes and ears’ at a local level.
‘Research [Fleet Operator Attitude Survey 2004] shows that our dealers already enjoy a fantastic relationship with existing Mazda customers and we want more fleet decision-makers and company car drivers to enjoy that experience.’
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