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Martin Wilson on Hyundai’s plans for the SME company car market

New Hyundai fleet director, Martin Wilson, gives his first interview as he outlines Hyundai’s plans for the SME company car market to editor Ralph Morton.
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31 January 2013

Martin Wilson, Hyundai
Martin Wilson, Hyundai’s newly promoted Fleet Director

MARTIN Wilson is a man on a mission for Hyundai. And for SMEs.

The former semi pro rugby player with Newcastle Falcons is personable, straightforward, and, despite his elevated new position – having been promoted this month (January 2013) from national fleet manager to fleet director – keeps his feet firmly in his north-east routes.

Yes, the business car manager will discuss Hyundai and our value for money proposition. But the company car driver is more reluctant to try the brand. Once they drive the car the impression changes.

Martin has been at Hyundai just five years, so he’s clearly made an impact.

Along with the raft of new models from the Korean manufacturer that are capturing the imagination of business and company car buyers alike.

“The growth in businesses and fleet sales year on year in 2012 was 70%. But the opportunity is still endless,” says Martin enthusiastically as Hyundai starts to take the fleet, company car and business sector more seriously.

“My view of fleet is that anyone paying for the car with company money is a fleet buyer. So whether it’s an SME with a couple of cars, or a large corporate with user chooser company car drivers, it’s all fleet to me.

“Company car drivers see the Hyundai brand as good value for money and with good reliability, while business car managers are attracted to the good whole life costs.”

 

Hyundai i40 Tourer
There’s a full suite of discounts for SMEs. Even one i40 like this gets a business discount of 6.5%, plus any discount business buyers can negotiate with the dealer

Hyundai and the SME business sector

Martin says that Hyundai now has a fully structured approach to SMEs wanting to do business with Hyundai.

“We have a full suite of SME discounts available depending on how many cars a customer wishes to buy.

Hyundai dealers have access to pre-approved discounts

“Hyundai dealers have access to pre-approved discounts and they can offer that to any business customer. We sold 450 cars on this small business scheme last year.

“This year we’ll do 750-800 just on those terms.”

The discount is open for SME firms that want to purchase their company cars, whether that’s via hire purchase (HP) or with a company cheque.

Martin says that typical examples of the business discount on a Hyundai i40 would be 6.5% plus dealer discount for one car. “Then it goes up depending on the level of investment in our product! We have different levels for 1-9 cars, 10-24 cars, then 25+ within a 12 month period,” explains Martin.

 

Hyundai contract hire for SMEs

If a small business wants to use business car leasing, then Martin says there is Hyundai Contract Hire available with enhanced terms.

“For example, we have the Hyundai i40 Tourer available at £195.98 a month if a small business wants to go down the contract hire route,” says Martin. “But the same deal is available with the VAT if a small business owner wishes to use Personal Contract Hire (PCH).”

 

Hyundai Veloster Turbo
A lower cost Velostar Turbo launches in February – a fully specced coupe for under £20k

Hyundai dealer support for SMEs

Martin says Hyundai has taken on new dealers to help support his fleet programme.

“New dealers are fabulous and much more business and fleet oriented. We have some of the big dealers now who have the correct infrastructure and can move with us,” says Martin.

Included in the fleet programme is accreditation with the Hyundai Academy to ensure dealers are trained to deal correctly with business and fleet sales.

“We want to support our dealers in the SME market to make sure they have a full fleet centre programme with a full diary of customer appointments. Last year we saw 700 new customers. This year that will increase. We have so many people to talk to!” 

 

Hyundai Sante Fe
The Sante Fe has been a big hit – the top end Premium SE trim has sold out

Hyundai cars for SMEs

Coming on the back of the successful launch of the new Hyundai Santa Fe, Martin says the car has been a huge success, as has the top end Premium trim.

“On new Santa Fe Premium SE is sold out; Premium is nearly sold out; but we have Style. We also introduced Premium spec for the i30 and that has gone down very well.

“I think SME customers in particular are recognising the value in our our top-end models in terms of specification. Take the Hyundai i40 Saloon Premium with Comfort Pack, for example. The cooled seats aren’t too much use at the moment, but the heated steering wheel and level of spec is amazing.

“Compare it with what you would need to pay for an Audi or similar and you can see the value we offer to SMEs.”

And looking forward, while there won’t be such a new model onslaught from Hyundai, there will still be plenty of new models for Martin to entice small businesses and SMEs to Hyundai dealers.

“It’s going to be a big year for us in 2013, and my new position as fleet director shows how seriously Hyundai is now taking the small fleet and business sector. I’m looking forward to the challenges of expanding Hyundai’s presence in this area of the business.”

You can see our review of the Hyundai i40 Tourer on our company car video page.

 

Hyundai ix35
A revised ix35 launches later this year – with improved business lease rentals

New Hyundai models arriving

  • Hyundai i30 3dr – January 2013. Martin’s verdict: “Attractive to SMEs and user choosers. It’s dramatically different from the 5dr.”
  • Hyundai Veloster Turbo – February 2013. Martin’s verdict: “This sub £20k model will expand the coupe’s appeal to SMEs.”
  • Revised Hyundai ix35 – Q3 2013. Martin’s verdict: “We’ll have improved business lease rentals which will make it very attractive to businesses.”
  • Hyundai i10 – due late 2013/14
  • Hyundai i20 – 2014.

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Matt Morton

Matt Morton

Matt Morton is an automotive content writer for Business Car Manager

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