ANALYSIS: Commercial vehicle brands rev up their marketing
The UK is obsessed with the car. So are UK businesses. We investigate commercial vehicle marketing and how the automotive sector targets business buyers
Falling broadly into two camps - company cars and commercial vehicles - this is a tough market in which to compete. The automotive sector is saturated with brands, retailers and leasing companies all desperate for a slice of the action. For both company cars and commercial vehicles, marketers categorise sales in one of two ways: low volume purchases or large fleet orders. The smaller orders are treated almost like a conventional retail sale, while the bulk buys involve a great deal of relationship marketing. However, determining the respective size of either market is somewhat fraught.