Electrification reducing badge snobbery among fleet drivers, finds study

The transition to electric vehicles is eroding badge snobbery among fleet drivers, research by ALD Automotive LeasePlan UK has found.

A study of 2,000 UK drivers by the leasing company found price or value for money was the priority characteristic for fleet drivers (36%), followed by reliability (33%) and fuel efficiency (31%).

Almost two-thirds (62%) said they wanted to drive an electric car and almost one-third (32%) said they would be happy to buy or lease from an automotive brand they hadn’t heard of if it allowed them to make the switch.

Alfonso Martinez, UK managing director of ALD Automotive LeasePlan UK, said: “In the past, fleet decision-makers often tended to favour a particular manufacturer over others.

“However, this has shifted in recent years with the increased diversification of the automotive market.

“Drivers are now more open-minded when it comes to their vehicle, particularly if it offers them the things that are most important to them, namely good value for money and the latest in-car technology.

“This is especially true when it comes to electric vehicles, where new and exciting brands are challenging conventional norms and bringing innovative solutions to UK drivers.

“Demand for EVs among fleet drivers is at an all-time high, and most of them aren’t picky about which model it is as long as it allows them to make the switch.”

The study also found fleet drivers tended to be more particular about their car than retail drivers. Almost three-quarters (70%) said they wanted specific features, compared to 48% of other respondents.

Parking sensors and cameras were the most desirable feature, selected by just over half of respondents (53%) while 41% wanted satellite navigation and 36% would favour models with heated seats or steering wheels.

Almost half (47%) of business car drivers are considering SUVs, 31% said they would like to drive a hatchback and 22% wanted a saloon.