News analysis
Traditional fleet channels the home for the new Suzuki Swift
Suzuki UK director believes it’s wrong to split new Swift business into fleet and retail. Martyn Collins reports.
Above: Suzuki UK chief Dale Wyatt is predicting that the entry-level Motion trim, with its imopressive standard kit, will attract most attention from fleet. B
usiness Car got to talk to Suzuki UK director, Dale Wyatt, at the recent international launch for the new-generation Swift small car (see page 38), where he explained how the fleet market has changed for the model. He said: “The market used to be very clear – fleet and retail. I don’t think it’s that way anymore, I think it’s about channels. You’ve got retail buyers accessing what would be fleet channels. So, I think it’s wrong to split the business into fleet and retail for the new Swift. “I think there are traditional fleet channels where we can do well with the new Swift. So, salary sacrifice, public sector, driving schools, rental cars – a lot of company drivers still want a small ICE-powered car!”
Wyatt went on to talk about what he thought would be the key fleet spec for the new Swift in the UK.
He said: “Traditionally I would have said the Swift would have had a richer mix in the UK, but actually I think our entry-level Motion trim is a really good spec. So, I think the entry-level car will do best for fleet.”
It is perhaps no wonder this is expected to be the top-seller, as the Swift Motion includes impressive standard kit including LED headlights, 16in alloy wheels, adaptive cruise control, heated front seats, a rear camera, rear parking sensors, and all for £18,699. This Suzuki also offers extra versatility, with CVT auto and four- wheel drive versions available. We went on to talk about how Wyatt and Suzuki are promoting the new car to fleet buyers.
He said: “We’ve sponsored recent fleet awards ceremonies, so we’re investing in getting the car out there. It is very important to us for several reasons because
Above: Dale Wyatt, UK director, Suzuki
we have an opportunity, but also because we’ll be launching an EV soon and EVs into retail are challenging – but EVs into fleet are easier because of the BIK. “I think as a range, we’ve got a compelling proposition to go to leascos, the fleet industry agrees, as we’ve recently been shortlisted for a
most-improved fleet manufacturer award. I think we’re making good progress, we’re tiny but perfectly formed. “We’ve got five EVs coming until 2030, the first is due in 2025, which will be an SUV, so we’re looking forward to that and it will be interesting to see what the EV market will look like in 2025.” Suzuki’s first planned fully-electric car, the eVX, was unveiled last year. It is set to feature four-wheel drive, and offer a range between charges of 310 miles, while a length of 4,300mm places it roughly between the traditional Bz and C-segments, close to rivals such as the Hyundai Kona.
Other Suzuki EVs unveiled last year in concept form include the eWX, a city car described by the manufacturer as a ‘mini wagon’, and the e Every, a mini commercial van jointly developed with Daihatsu and Toyota.
www.businesscar.co.uk | April 2024 | 13
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