CAP's manufacturer relationships manager Martin Ward scours the globe for the weeks insider fleet intelligence

Monday

Went down to Milton Keynes to have a chat with Jeremy Hicks and Iain Carmichael, brand director and head of fleet respectively at Audi UK.

There seemed to be plenty of positive attitude and a sense of cautious optimism.

Audi was extremely pleased with its 2008 performance of 100,845 registrations.

Although slightly below the target set at the beginning of the year, its performance has seen Audi grow its market share to 4.7% – a 0.5% increase.

Jeremy said Audi is going back to basics: ensuring customer satisfaction is maintained or improved, keeping customer loyalty and offering upgrades on many models free of charge, saving customers between £1,500 and £2,600.

Audi expects 2009 sales to be down on last year and is preparing for lower volumes. It is adamant it will not force sales and is sensibly matching production to supply.

Employees in the Volkswagen Group company car scheme are keeping their cars longer so they will be sold with higher mileages – dealers, and customers, who buy ex-management cars must be prepared to accept older vehicles – up to 12 months old, instead of six.

This is going to be the norm with most manufacturers.

Back to basics is the way forward

Tuesday

I’ve been asking many manufacturers about their estimates for the total new car market in the UK this year.

It appears the number seems to have settled around 1.65 million registrations.

Production to maintain market share by most manufacturers has been calculated to be less than 1.7 million units, so commitments have been made by the importers to take the vehicles they think they can sell, and commitments by the factories to produce only the vehicles the importer thinks it can sell.

It looks like good planning and sensible strategy – if they all stick to their own commitments and do not force the market with too many vehicles.

Thursday

Down to a very wet and windy Brighton to drive the all-new Alfa Romeo MiTo (pronounced me-too).

There will be three models at launch: Turismo, Lusso and Veloce, three very Italian names, and five engines – three 1.4-litre petrols ranging from 95bhp to 155bhp and two diesels with 90bhp and 120bhp.

Alfa says the MiTo has been designed to appeal to a young, cool, image-conscious audience, so that counts me out then.

But does it?

Even at my age I found it very attractive with great styling and very appealing.

It appeared to be well put together with interior quality better than most in this sector.

But what are its competitors?

Obviously the MINI, but also Mazda2, Ford Fiesta and SEAT Ibiza must be on the shopping list in this competitive sector. It is different enough to get noticed and with prices starting from £10,745 it will attract people to the brand who have never before considered an Alfa.

The Lusso model is the one to have as it offers a good standard spec at a reasonably sensible price, and Alfa is charging the same for a 1.4 Turbo 120bhp which costs £12,700 and a 1.3-litre JTD diesel 90bhp.

On the wet and sometimes flooded roads it performed better than expected, its handling and braking is superb – so much fun for not a lot of money.

I did feel young and cool driving it and fitted the demographics of Alfa’s ideal customer, it was when I got out I went back to acting my age.