In his first fleet interview since being appointed BMW general manager for corporate sales, Steve Roberts talked up the electric ambitions of the carmaker, pointing out the surging level of interest in its cars at Company Car In Action last month.
“The conversations have changed from concern about the range and making the shift to introducing all-electric policies and getting product on fleet – it’s perfect timing for us with our BMW and Mini launch plan,” he said.
Mini, previously viewed more by the market as a retail proposition, is now enjoying greater demand from fleets thanks to the electric variant.
Orders now stretch into Q2 next year.
Meanwhile, BMW i4 is sold out until Q1 2023 and iX until Q4 2022.
BMW iX
BMW i4
However, despite all the noise around full electric, Roberts still sees plug-in hybrid as the “stepping-stone – it still has a place for the next few years”.
He explained: “330e is still out best-seller in corporate and it will continue to be in the short-term.
"But we are seeing the balance shift – we are at the tipping point where more fleets are now adopting EVs. They have had a PHEV experience and now they are going into BEV.”
The role that BMW is playing is also changing to one dominated by advice and guidance.
“At least 50% of the time, we are offering consultancy to support the roll-out of electricity – where it does and doesn’t work,” Roberts said. “That’s the real skillset change for the team and it’s quite broad, not just a BMW product specialism.
“Then there’s the charging infrastructure with workplace capacity upgrades and home charging options.
"We have to understand the issues and how fleets can overcome them. But it’s a much better conversation to have because we have to understand the fleet policy which becomes more of an ongoing relationship.”
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Bauer B2B group editor Stephen Briers has been an automotive business journalist since 1995. He has been editor of Fleet News since 2009 and before that was editor of Automotive Management for almost seven years. He now oversees both brands, as well as RAIL magazine.
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