CCIA enables FCA team to reach decision-makers
Millbrook event is perfect opportunity to display the diversity of FCA brands to committed and knowledgeable audience
Getting its broad range of Fiat, Alfa Romeo, Jeep and Fiat Professional vehicles in front of fleet decision-makers is a key part of the FCA Group’s efforts to showcase the strength of its range.
This is a major reason why the group has attended the Company Car in Action (CCIA) arrive and drive event, organised by Fleet News, for 12 out of the past 13 years.
This year the brand took a wide range of vehicles to Millbrook Proving Ground in Bedfordshire, including the Fiat 500 city car, the Alfa Romeo Giulia premium saloon, the Alfa Romeo Stelvio SUV, the Jeep Compass and the Fiat Doblò van.
A comprehensive team of specialists also attended – including those from corporate, leasing, public sector and fleet sales, as well as team members from Leasys, affinity sales and the business centre dealer liaison teams.
“It means that whoever visited our stand, we had somebody who was able to talk to them about their requirements and how we can help,” says Simon Wheeler, fleet and business marketing manager.
“It was also a great opportunity for our team to talk about the latest updates to our products, and at CCIA we find there is a large number of key decision-makers we are able to engage with. We can talk with confidence about the total cost of ownership and how we are as competitive – if not more so – than most of our competitors.”
Wheeler says that attending events such as CCIA helps fleet decision-makers understand how far FCA has come as a brand and how comprehensive its range is.
He adds: “Ultimately, being able to showcase our products and demonstrate how they perform is key to being included on choice lists and generating orders.
“A good example of this was at last year’s CCIA where a big utilities company running a user-chooser fleet of 2,000 vehicles came to see us. We gave its board of directors access to our full product range and, as a result of that, we were included on the user-chooser fleet.
“You need to let people see for themselves how strong your offering is to achieve results like that.”
Wheeler says events such as CCIA are also important for keeping customers up to date with new developments, such as the group’s global £9 billion investment in electric vehicle development.
This includes Jeep plug-in hybrids and the Ducato Electric van which will be launched next year.
“We will rapidly be going out to market with a very strong story relating to green credentials,” says Wheeler.
“It was also a great opportunity for our team to talk about the latest updates to our products, and at CCIA we find there is a large number of key decision-makers we are able to engage with”
“FCA can already demonstrate a rock solid commitment to C02 reduction with several of our factories already operating at a carbon neutral capacity. Our new technologies will help in offering fleets the option to reduce their carbon footprint further and CCIA will continue to provide a a great opportunity to demonstrate this.”
FCA Group will also be attending Fleet Live at Birmingham’s NEC on October 8 and 9, and is working with the Institute of Directors in supporting their Global Business forums.
“The events have been running since May and will continue into the autumn where we are presenting Jeep and Alfa Romeo, in particular, to a real mix of SMEs to provide expert advice on fleet management within a global context,” says Wheeler.
In July, FCA invited key fleet partners to Goodwood Festival of Speed, showcasing the Jeep Renegade PHEV alongside the Alfa Romeo Tonale concept as well as demonstrating the capability of Jeep off road and the range on the track.
“We see the Goodwood Festival of Speed as Alfa Romeo’s spiritual home in the UK,” says Wheeler. “Alfa Romeo has got a great heritage with its racing history and pedigree but when we bring our partners to Goodwood, it’s easy to demonstrate the passion the brand evokes alongside conversations around new technologies, cost of ownership and suitability for fleets.”