In focus
Above: RED Driver Training’s new SafetyFirst platform marks a shift towards comprehensive digital driver risk management.
2024, with not only keen growth from our current client/partners, but also a strong interest from potential new RED clients.
“Our RED dedicated driver training centre at Donnington provides clients with both indoor training and development facilities and the benefit of an expanse of outdoor private tarmac to use for a wide range of specific in-vehicle training. Noted already is our ability to train in all vehicle types from car up to HGV (including licence acquisition and trailer towing), but Donnington also allows us to conduct special Road Safety Driver Days for several prestigious clients – as well as offering 4x4 and skid car training, too.
“SafetyFirst, is being successfully provided to existing customers, and is gaining great interest from within the market.
“We’re also delighted to have been recognised by being shortlisted in this year’s ‘Business Car
Awards.’ Fingers crossed on these – but we are already delighted with the strong recognition for a good, potentially market-leading system to help clients manage their driver risk, deliver training and perform regular digital licence checking.” When I ask if, as a business, RED have experienced ‘push back’ regarding training from fleets, Paterson responded: “I don’t think you can easily categorise the market too simply. Clients look for a bespoke and very relevant service for their precise organisation needs and budgets. “RED tends to look at the market in three main ways: those potential clients that are doing very little about driver risk and driver training – the bare minimum, and to be seen to provide some duty of care and to discharge basic health & safety at work obligations.
“Clients that have values and core ethics around the need for more than a bare minimum and want
to provide a relevant driver risk management (often their involvement is in online and remote training – not on-road) – not least to control costs. “Then, there are those clients who recognise that not only do they have to provide good quality and effective training to protect and retain their core and often ‘professional’ drivers, but that they must also ensure their grey fleet drivers are embraced, legal and safe when on the roads driving for or on business. This last group also have a proud business reputation and want to ensure they are good ‘on-road citizens,’ working to reduce overall road incidents and deaths, and to improve driving efficiency and effectiveness.” Following the launch of the company’s new ‘SafetyFirst’ system, I ask what Red Driver Training’s focus as a business is for the rest of this year? He says: “Our main commitment is to ensure all existing RED customers can get the benefit from our new system, with transitioning taking place for a little while now. And then of course to embrace new interested clients where we feel we can really and sincerely help reduce driver risk and improve efficiencies.
“We may well be looking to extend our digital footprint and perhaps this might be app- based considerations on top of ‘SafetyFirst’ web- based establishment.
“We’d love to win an award or two to give us extra impetus and of course the recognition from within the industry that we are helping to make a real difference.
Above: Despite the growth of online training, RED still sees strong demand for on-road driving instruction..
“Our overarching ethos and drive is to identify potential clients where we can add genuine value and offer a good, solid, respected and valued service with the promise of real human dedicated back up and reliable customer service. We want the market to appreciate we are a business unit that really cares about giving good, honest, value for money.”
www.businesscar.co.uk | September/October 2024 | 35
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