Probably the most discerning car purchasers, strangely enough are the fleet buyers and maybe we can all learn a thing or two from them about buying cars.
The decisions made by company fleet managers as to what vehicles to operate have to take into consideration not just what a car costs, but what its going to cost to run and how much its going to lose in value over the time they operate it, and of course, how reliable its going to be, but some might say, just as importantly, its about keeping their staff happy and motivated also.
We all know there is a pecking order for company cars and we all know just how snobby and badge conscious company car drivers can be, so its even more of a compliment to a brand of car, when its chosen for what it is, rather than the badge on the front of the bonnet.
Well that’s just what’s happening to Škoda, as for the first time in the UK, in 2008, they sold more cars to the fleet and leasing industry, than they did to retail buyers.
Škoda retail customers are very loyal to the brand and for sure, they are not going away, but to achieve the kind of growth Škoda have now, amongst probably the wisest buyers, for cars that will be used by the pickiest and most status conscious drivers, is a major achievement and that’s only been possible by making vehicles that can no longer be ignored, just because someone didn’t like the badge!
The current Škoda range just seems to be getting bigger and whilst for sure, they have made some quirky products such as the Roomster and just wait until you see their new “lifestyle crossover” vehicle, the ‘Yeti’ which is due to be on our streets later this year, but truth is these are friendly warm cars that whilst they may not appeal to everyone, certainly hit the spot for the growing market out there that wants to make the statement that they’ve bought a car because they like it and its pretty damn good, rather than having bought it to try and upstage the guy in the next parking space.
We have always liked Škoda product and were uber-impressed by the new Superb we tested last year and by the Fabia the year before. Yeti comes on-line late this year and its reckoned around 40% will go to fleets in the UK and in 2010, apart from various other facelifts and model changes, the wonderful Superb gets an estate car brother.
Yes, there are always going to be people who buy on badge and there will always be those I guess that admire their choice, but those amongst us that really know and understand their cars, are the ones that admire the guy sitting in front of us in traffic in his Škoda and clearly, the buyers that know the most, “the fleet buyers” have twigged this and so we can expect to see more and more Škoda’s on company car parks in the months and years to come.
