Fleet and vehicle management
LeasePlan’s efforts to become a global leader in fleet and vehicle management company in the late 1990’ paid-off. But within a few years, this leadership came under threat from the competition and its rapid expansion was also affecting the company’s brand consistency. The time had come to re-position the company’s offer and deliver a new promise to the market.
Finding a new and differentiating positioning for LeasePlan in a highly competitive market would never be easy. As senior management and local countries worked together to define a new brand promise, it became clear that it should find its roots in its unrivalled industry expertise combined with a different approach to fleet management.
Extensive market research led to recommendations as to how LeasePlan should be re-positioned to meet the future demands of the market. A new brand promise was produced ‘It’s easier to LeasePlan’ and an online suite of graphical material and tools was developed to support this positioning. Critical to success were LeasePlan’s employees. A major internal communications campaign was implemented covering 5000 people in 26 countries. The focus was on the customer’s needs and service excellence.
Follow-up research later demonstrated that 95% of all employees worldwide were adhering to the new brand position. The brand work has helped LeasePlan maintain its position ahead of the competition and helped focus attention on how to deliver service excellence across the world.
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