Mitsubishi is aiming to bring fleet operators and dealers closer together and improve residual values with a new approved vehicle remarketing scheme due to launch on February 1.

The company admits it is a small player in the fleet sector, unable to attract business simply by offering large discounts. It relies on its reputation for good service to retain existing customers and attract new ones.

Clive Messenger, recently promoted to head of corporate sales and remarketing at Mitsubishi UK, believes a more joined-up approach to the cost of running a vehicle over its total lifecycle will offer something new for corporate customers.

“Our proposition in the past hasn’t supported what the fleet market wanted,” said Messenger. “But now we feel we are getting closer.

“I am really driven to make sure the customers who have shown us loyalty will get the right service back.”

The remarketing scheme is designed to bring Mitsubishi vehicles back to the dealer network rather than going through the traditional routes.

Mitsubishi believes this in turn will have a positive impact on residual values as there will be more demand through the dealer network and fewer vehicles going through general sales at auction houses.

Messenger believes the new scheme will also bring value to the brand, a thought that is echoed by Chris Smith, car editor at Glass’s.

“Stronger used-car image can only be good for the brand,” said Smith. “Customers usually buy on price, but they want to feel confident about what they’ve bought. They get to show the dealer network that they’re serious about what happens to the cars, and to the brand.”

To support this, Mitsubishi is revamping its aftersales programme to encourage fleet customers back to the dealer for servicing and maintenance work.

“We look at this as a 360° approach to how we deal with our fleet customers and will show that we are interested in long-term relationships from purchase all the way to disposal,” said Messenger.

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Author: Debbie Wood