Shift in strategy for Grosvenor Leasing

Grosvenor Leasing has announced a shift in its strategic direction as well as a new brand as it prepares to meet the future needs of fleets.

Extensive customer and industry research found a shift towards sustainable, flexible, and technology-driven transportation solutions, driven by environmental concerns, changing work patterns, and the preferences of a new generation.

However, Grosvenor’s research also reinforced the desire that software should enhance, but not replace, traditional customer service. 

The ability to talk to someone remains key, it said, with customers and drivers not wishing to do everything through an app.

As a result, Grosvenor says its rebrand reflects its expanding portfolio of fleet funding and management solutions to meet the future needs of more agile workforces, offering greater choice as to how employees get from A to B. 

Lee Brown, Grosvenor Leasing’s managing director, said: “The move to EVs, the importance of ESG (environmental, social and governance), wellbeing and CSR (corporate social responsibility) are all driving change, with AI also set to transform our lives. 

“Younger and more tech-savvy drivers are poised to drive change and are far more environmentally aware than previous generations.

“As a result, we are readying ourselves for a future where flexible app-based, sustainable travel solutions will be used alongside, or even instead of, traditional company cars and grey fleet.

“However, our research confirmed our longstanding belief that we need to continue to uphold our values, by working with integrity, excellence and agility, plus prioritise the personal touch by offering even greater access to our staff and management in a market increasingly focused on digitisation.

“We will therefore continue to provide innovative, forward-thinking and flexible vehicle funding, fleet management, EV salary sacrifice and personal leasing solutions, while extending our offering to mobility solutions, car sharing, e-bikes and scooters and last mile delivery solutions for commercial vehicle operators.

“It’s for this reason why we have launched our new brand, as it reflects a shift in our proposition to take us into the next generation of mobile workforces.”

The move comes after Grosvenor, which has a risk fleet of more than 11,000 cars and vans, according to the most recent FN50, found an increasing reliance on outsourced fleet management as the number of dedicated fleet managers declines, roles like HR and operations, with less experience, taking on these responsibilities.

It also revealed that there is an increased complexity of fleet management due to health and safety, environmental, social, and governance considerations, zero emissions targets, compliance, and technology. 

Furthermore, it found that a shift to hybrid working which has affected driving habits and younger drivers who are increasingly focused on zero-emission motoring and climate change; this tech-savvy workforce expecting mobile app solutions for everything, including travel. 

Grosvenor’s new strategy focuses on building upon existing strengths, not wholesale changes. 

Key focus areas include enhancing the system/app experience, including better automation and functionality, and integration of products and services and freeing up staff to focus on customer interaction.

It will also focus on expanding services to meet future market needs like mobility as a service (MaaS), car sharing, and e-bikes, potentially through in-house development or white-labelling.