PORSCHE has launched a fleet sales programme. It is aimed at getting closer to its SME business customers, including those that use brokers to source their cars.
Internally dubbed ‘Porsche for Business’, the fleet sales programme, which was set up in February this year, is aimed at putting the OEM in touch with customers who finance through leasing companies and leasing brokers, rather than increasing total fleet registrations.
Speaking to Broker News, Sales Director Rob East said about Porsche for Business: “We recognise that the broker element is a constituent part of the fleet market, so we absolutely don’t ignore them. If a customer is choosing to procure a car through a leasing broker, how do we make sure we’re giving them that brand experience? That’s the bit that’s critical.
“So absolutely we’re agnostic about how they finance the car. It’s about having the opportunity to bring that customer to a Porsche Centre so they receive the full brand experience.”
Porsche sells around 20,000 cars a year in the UK, with a third going to fleet and business customers. The majority of these cars are from its EV line-up including the Macan, Taycan and will soon include the new all-electric Cayenne.
East admitted that it wasn’t easy getting hold of customer data from funders but said: “I think it’s about having that dialogue. So it’s early days, but it’s first of all saying, look, we are open for business, we want to work with you.
“We’re not looking to upset the relationships between how they’re funding it, but if we can just get to the customer, the end user, then actually we can contact them just to make sure that they understand the spec of the car that they’ve chosen. They can optimise the spec as they see fit, but importantly, we give them the opportunity to have that point of handover and the chance to come to a Porsche Centre.”
East says he has been working on the Porsche for Business programme since he moved to the sports car manufacturer from BMW just over six months ago.
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Tristan Young is an award winning journalist with more than 25 years’ experience reporting on the automotive industry focussing predominantly on fleet and retail. As a self-confessed petrol-head, Tristan has a weakness for car classifieds. When he’s not writing about the automotive industry, he can usually be found outdoors with a small pack of border collies.
