BMW puts electrification at the heart of its fleet strategy

BMW general manager corporate sales Rob East (in light blue jacket and colour-cordinated shoe trims) shares the delight with his team on collecting four awards

The interview ends with a quip: “How can I beat this year – I’ll have to move to another brand!”

Rob East is joking, of course. Fresh from collecting four Fleet News Awards trophies – taking his tally to 11 in three years – the BMW general manager corporate sales is excited about the future at the premium manufacturer.

BMW is embarking upon a major electric offensive in the UK, which will result in 25 electrified models on sale by the end of 2023 – 13 will be full electric. Coming this year are the i4 and iX SUV, with 5 Series, 7 Series, X1 and Mini Countryman to follow. From 2025, Mini will only launch electric cars.

Huge pent-up demand caused by the industry-wide pause on orders during Covid-disrupted 2020 has coincided with this flood of benefit-in-kind (BIK)- alluring product – although the semiconductor and component shortage has put a slight dampener on progress.

East, though, is typically bullish about BMW’s prospects, pointing to strong corporate demand and a positive reaction to his channel optimisation strategy as reasons for optimism.