In focus Red Driver Training
Colin Paterson, head of marketing at RED Driver Training, talks to Martyn Collins about its bespoke driver training services and how customers can benefit from its new ‘SafetyFirst’ system.
P
aterson tells me that they’ve offered a comprehensive range of on-road and online driving services to help businesses manage risk for quite a while now – but there’s a new focus. He explains: “Interestingly with the introduction of our new ‘SafetyFirst’ customer management and control platform this year, we are seeing a significant uplift in demand for online services – including new direct licence checking for clients with the DVLA, and a whole new range of high quality and real on-road video-based e-learning modules. “We offer new bespoke (as well as out-of-the- box) driver assessment modules too – and this digital product is proving popular with a few large blue-chip clients we are delighted to be working with in 2024.
“As more and more businesses focus on robust and meaningful ‘Driver and Driving Policies’, the ability to adapt our training to match the precise needs of a client and their particular risk management emphasis is really helping at RED. “The benefits of online services help to deliver assessment and training interventions quickly and consistently across an organisation’s driving community, but I must also say that our more traditional on-road training is still a very strong and significant part of our offering. “Of particular note perhaps, is our uplift in licence acquisition work for truck/HGV drivers – we offer training anywhere in the country dependent on client needs, but in particular we can perform this at our RED training centre in Donington (East Midlands) and have seen an influx of demand for new professional drivers getting their licence via our training.” Despite the general move to EV for fleet, Paterson and RED’s experience is that this move has faltered a little over the past couple of years. He says: “Demand for EV training can be sporadic – borne out of uncertainties over the provision of adequate charging infrastructure and some (but diminishing) range anxiety issues – but it is still growing for RED.
“With the exception of the fact that EV power delivery can be rapid and immediate (the need for extra driver awareness and acceleration/speed awareness is vital) and that the vehicles tend to be quieter (‘sharing the road’ awareness is important here), RED finds we can train all drivers successfully and effectively whatever the powertrain, with subtle messaging changes for EV drivers.”
The fact that RED is an established and successfully recognised brand in the student/
34 | September/October 2024 |
www.businesscar.co.uk
Above: Colin Paterson, head of marketing, RED Driver Training
Above: EV driver training is growing, but infrastructure and range issues persist for some businesses.
driving lesson market in the UK is a key benefit of working with them Paterson tells me. He says: “This powerful momentum, strong ADI (driving instructor) base across the UK, and our close associations with the government driver functions
and agencies such as DVSA, DVLA and DfT, gives RED Corporate Driver Training a strong and confident basis for growth. We are seeing this come more and more to the fore during an excellent 2023. With a further strengthening in
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