Case Study: Partnership with the UK’s Largest OEM
About the Company
The partner is one of the UK’s largest automotive OEMs, representing multiple major brands across rental, leasing, and fleet. Operating at global scale with deep fleet penetration, the business plays a key role in shaping fleet strategy and customer experience.
Amid rapid market change particularly electrification and new mobility models the OEM launched its most strategically aligned fleet sales training programme in over a decade. The initiative focused on 40 Area Fleet Managers (AFMs) across core brands, combining EV expertise, market intelligence, and consultative selling to prepare teams for a changing fleet landscape.
The Challenges
Several pressures were reshaping the OEM’s operating environment:
Knowledge gaps around EV technology, charging, and total cost of ownership
Increasingly complex, multi-stakeholder customer needs
Competitive disruption from new entrants and digital-first players
Evolving regulation and sustainability targets
Over a year without formal structured development
The priority was clear: futureproof fleet engagement and maintain a trusted, forward-thinking market position.
The Solution
The OEM partnered with BVRLA Learning & Development to design a bespoke, multi-phase programme focused on long-term capability building.
Programme highlights included:
EV and market insight induction
Two-part consultative fleet sales training
NLP and neuroscience-based communication training
Post-course coaching to embed learning
Delivery was modular and highly interactive, with small-group sessions, practical scenarios, and custom workbooks aligned to fleet strategy. In-person delivery ensured strong engagement and immediate application.
The Outcome
The programme delivered measurable commercial and cultural benefits. Teams gained confidence, consistency, and stronger strategic awareness.
Key Takeaways
Improved EV knowledge and credibility in client discussions
More consultative, solution-led sales conversations
Better alignment with policy, regulation, and market trends
Greater sales efficiency and customer focus
Stronger engagement and professional development pathways
Over 40 fleet professionals were formally upskilled, with coaching supporting lasting behaviour change.
Beyond closing immediate gaps, the programme strengthened the OEM’s long-term fleet strategy, reinforcing its leadership in an increasingly competitive and electrified market.