Honda benefits from small business focus
Honda is reporting that its recent strategy of focusing on fleets owned by small businesses has yielded positive results.
The car maker is now three years into the campaign, which involves specifically reaching out to fleet managers who work for companies with 100 employees or less.
Its novel approach followed the commissioning of a study in which it explored the opportunities available among sub-100 companies.
Whereas in 2006 just ten per cent of Honda''s businesses came from such fleets, that figure has now skyrocketed close to fifty per cent and all the signs indicate it will continue to grow.
"We have seen explosive growth in B2B sales," affirmed the car manufacturer''s national dealer corporate manager, Dave Girling, in an interview with Motor Trader.
"Our 2007 figures increased 57 per cent over 2006, while in 2008 they have grown another 32 per cent over 2007."
He added that Honda now sells to six new fleet customers a day, with more than 12,000 appointments so far arranged for dealers since the programme started.