Leasedrive, whose clients include Microsoft and Orange, is the first company to agree to give the manufacturer details of all Lexus drivers on its fleet in a new initiative called the Lexus Leasing Charter. While the number is relatively low – around 80 drivers – Lexus says it is about to roll out the programme across the leasing industry, with ING, MNH Vehicle Contracts and ALD already signed up and talks also underway with Interleasing.
The manufacturer will use the information from the leasing companies' databases to offer drivers the customer care package previously only available to retail customers, including 'open road' driving events, golf tournaments, a summer ball and first class hospitality at exclusive venues such as the Aravis Alpine ski resort.
They will also be offered complimentary three-year Lexus RAC Roadside Assist European cover and receive the Lexus lifestyle magazine.
Lexus will use the data to canvass driver opinion on its vehicles and customer service.
'Until now a business driver's opinion hasn't reached us. Now we can address problems, rather than let them fester,' Simpson said.
The benefits to the leasing companies include access to the Lexus electronic auction for remarketing de-fleeted cars, an eight-week maximum new car delivery time on all models except the SC430 with Lexus paying for the delivery, a cancelled order policy offering a no cost penalty for cancelled orders, access to Lexus aftersales data and new car programmes.
Andy Simpson, Lexus (GB) national corporate sales and re-marketing manager, said: 'We have a tradition of treating our retail customers extraordinarily well, but, like other manufacturers, we are not so good at looking after our leasing customers. They are our invisible drivers in that while they are driving our cars, we know nothing about them and can't do much for them in customer care terms.'
He described the charter as 'groundbreaking' in a business where getting the contract hire industry to relinquish details of end-users has traditionally been seen as impossible.
Last year Lexus sold 9,452 cars in the UK in 2002. Around 2,500 went to corporate customers. Deals with Leasedrive, ING and MNH Vehicle Contracts will give Lexus the details of 500 drivers.
Roddy Graham, Leasedrive's commercial director, said: 'While there are obvious, attractive benefits to us in this charter, the main benefit is the customer satisfaction it should bring. I'm happy to be part of this scheme as the end-user will realise it's as much due to Leasedrive as Lexus.
'I don't want all my customers in a Lexus. But I do want them to feel they are getting real value for money and we have something here to differentiate us from other leasing companies.'
He believed such an agreement had not been made before between a manufacturer and leasing company because of 'a lack of trust'. 'Sharing end-user details was not an option because of the fear the manufacturer would come along and steal the business from you. But we felt it was time to put aside these fears and do something radical,' Graham said.
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