LeasePlan launches new initiative for the future of mobility
17 October 2017
17 October 2017
Fleet provider LeasePlan has launched a new global marketing campaign to highlight its commitment to ′what’s next’ in the future of mobility, with a new ′any car, anytime, anywhere’ message.
The new campaign features motoring TV personality Richard Hammond in a three-minute promotional video. The ′What’s next’ campaign also introduces a number of new propositions targeted at the company’s customers in the corporate, SME and private segments. These include a ′Click & Drive’ offering for the fast-growing SME segment, as well as an end-to-end electric vehicle proposition for corporate customers based in Europe.
CEO Tex Gunning comments: LeasePlan has been delivering cars-as-a-service for the past 50 years so we are exceptionally well positioned to deliver ′Any car, Anytime, Anywhere’. I’m therefore delighted to be launching with Richard Hammond our global What’s next campaign, which underlines our aspiration to provide the latest in mobility via a fully flexible ′Any car, Anytime, Anywhere’ service.’
To deliver the new strategy, the company also announced its ′Digital Power of One LeasePlan’ offensive. Gunning adds: ′The Digital Power of One LeasePlan’ is a very exciting opportunity for LeasePlan. The strategy leverages the latest digital intelligence technologies to bring our company from the analogue world into the digital world and make our aspiration of ′Any car, Anytime, Anywhere’ a reality via best-in-class digital services at best-in-class cost levels. Our growing digital capabilities will also enable us to create a whole new direct-to-consumer approach for the 300,000 cars that are returned to us every year.’
In September, LeasePlan announced that it is to become a founding partner of EV100, a global transport initiative designed to fast-track the uptake of electric vehicles among corporate companies. In joining the initiative, the company has also announced that it will transition its own employee fleet to electric vehicles (EVs), becoming the first fleet management company to begin such a move.
Speaking to Fleet Europe, Gunning added: ′At this same time, we see our industry changing rapidly. EV100 has been launched globally, with LeasePlan taking part in that initiative. Mobility platforms like Uber, Blablacar and Lyft are growing fast. So, we cannot just focus on operational excellence, we have to look to the future. When doing that, we compare ourselves to trends in other industries. Look at Spotify for instance: it has disrupted the whole record and CD industry by delivering any music, anywhere, anytime. AirBnb says: you don’t have to go to hotels anymore. You can get any stay, anywhere, anytime. Uber: any taxi, anywhere, anytime.’
′What you’re going to see in the fleet and lease industry, is that we’ll be moving in the direction of any car, anywhere, anytime. This evolution is only possible because of the digital capabilities we have now.’
Photograph courtesy of LeasePlan