Fleet Sector Drives Demand for UK New Car Market

It is always interesting to spot parallel trends. At Kudos we have seen increased activity within our Fleet sector clients and growing demand for our Fleet data. This growth has come from all areas – dealer networks, leasing companies, fleet publications and fuelcards.

In line with this, The Society of Motor Manufacturers and Traders (SMMT) have reported the following:

·       Fleet sector drives market, with demand in the month growing 7.7% as private registrations fall -0.2%.

·       UK new car registrations increase 3.3% in August to 81,640 units, with YTD performance steady at 1.68m.

·       Registrations of alternatively fuelled vehicles up almost a third (30.8%).

Another trend we are seeing is increasing sophistication from clients in their data marketing. This includes coordinated multi-channel campaigns and the use of analytics to improve targeting. Our geospatial mapping and catchment area ROI analysis services are being utilised more and more.

One of the big issues faced by many clients is a lack of accurate, multi-channel Fleet prospects. Whilst Kudos and our data collection partners are constantly growing the database of tele-researched companies running a Fleet, we also utilise propensity modelling and scoring of our UK Business Universe. This enables clients to access a higher volume of low cost leads which have been scored based on their propensity to run a Fleet.

This use of varying data sources, from expensive tele-verified fleet leads, to cheaper propensity modelled prospects enables ROI calculations to be compared and the best mix of prospects to be rolled-out to. Modelled prospects are graded and the ROI analysis highlights the optimum depth into the model segments.

It’s great to see that this kind of analytical approach is proving successful for the industry – market growth of 7.7% can’t be bad!

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Contact us on 0330 043 1583 or email james.squires@kudos-data.com for further details on how Kudos can help you improve your bottom line through innovative data-based solutions.