10 minute read
FINDING CONSISTENCY
FINDING CONSISTENCY Lee Rabjohn, fleet manager, Audi Middle East, talks to T&FME about the importance of the fleet market in the region
Even for a man who once rode a 1,000-mile bike ride, Lee Rabjohn, the man who oversees Audi Middle East’s fleet operation, has racked up some impressive mileage on both sides of the dealer channel.
The VW Group veteran once swapped a leading role at Audi UK to join one of the country’s largest dealer groups Marshall Motor Group (MMG) as the head of its Group Fleet Division. Passing over two decades of service in the automotive industry, he re-joined Audi last year to manage and develop its fleet sales across the 11 countries, 12 importers and 24 dealer facilities it has developed in the GCC and Levant region. He tells T&FME that the market in the Middle East presents an exciting opportunity for Audi, a brand that enjoys an elite position, alongside Mercedes and BMW, inside a triumvirate of famous premium marques from Germany.
“I am genuinely looking forward to being part of this journey. We have already delivered growth in 2019 and with the exception of the current COVID-19 crisis, will be endeavouring to maintain the momentum and improve the market offer,” he says, adding that Audi is pivoting as the fleet market evolves in his new homebase .
“Besides the conventional RAC (Rent-a-Car) and Corporate businesses
that operate here, there are opportunities for the introduction of new routes to market, the development of funding methods for fleets and also the genuine interest and want to explore and adopt new technologies such as electric and alternative fuelled vehicle and concepts such as Maas (Mobility-as-a-Service).”
Like its peers, Audi has endured a turbulent period since the global economy took a hit over a decade ago. However, 2019 showed there are signs of promise with Audi enjoying global growth in deliveries of 1.8%. The fleet side looks even brighter, with Audi fleet and corporate sales outperforming the market in 2019 with a 17%
YOUNGEST EVER RANGE
Audi has significantly expanded and rejuvenated its range. Lee Rabjohn says it is its youngest model range.
increase in volume Year-on-Year. Rabjohn suggests that much of this progress has been helped by a refresh of Audi’s offering to fleets and a growing customer base.
“Audi is looking on course for future growth in 2020,” he remarks. “As part of our broad-based model initiative, we have significantly expanded and rejuvenated our portfolio, and can proudly confirm that we will have our youngest model range ever with some familiar models getting an update for the region.”
Dealer support in the GCC and the Near East is coordinated from its regional headquarters within Dubai Airport Free Zone and the office is home
A DIVERSE OFFERING
The German giant now has a diverse range of cars from its entry level Audi A3 Sedan through to the luxury end with of the scale with the A8.
24
Current total Audi dealer facilities across 11 countries in the GCC and Levant region
for its efforts in dealer development, sales support programs, training, as well as customer engagement through a variety of platforms and programmes.
Rabjohn explains that working closely with dealers is fundamental to Audi’s progress in the region.
“The fleet and corporate strategy is built through working and supporting our respective dealers in each country linked with a market offer that extends from SMEs through to governmental and large Corporations.,” he explains.
“With such a diverse range of cars from our entry level Audi A3 Sedan through to the luxury of the A8, and the driving capabilities of all our SUV’s we have a car to meet most customers’ requirements. Throughout the GCC region, we supply many types of businesses including SME’s, government departments, corporate organisations, RAC, hotels, and also a number of VIP’s. We are also proud to work with the Dubai Police.”
“As a premium car brand, we naturally want to be represented in all the appropriate fleet and corporate sectors as our customers and drivers of our products are our advocates. Through the support of the supplying dealers in each market we are able to provide excellent service throughout the buying process and throughout the life of the car with the aftersales service.”
While Audi has a number of customer relationships in every country, Rabjohn notes there is scope and a desire to work with many more.
“Through our future products, market offers and network development and support we will be increasing these relationships and are excited to bring our cars to more people.
His colleague and managing director of Audi Middle East Carsten Bender asked teams to implement a ‘Consistently Customer’ strategy for 2020 which places customers at the centre of the business. With the market coming to terms with the impact of the COVID-19 pandemic, it’s an approach that seems both timely and necessary.
“As a team we subscribe to the strategy. This is the way we are responding to the current challenges and actively shaping changes in the future,” Rabjohn explains. Through it, he says, Audi must value every customer, in every country.
“The exciting part about operating in this region is the diverse nature of the culture and the different business and sectors that operate here. As a premium brand we are keen to work with all types of businesses, understand their needs and find a solution for them. Working with each of the dealers in each country we are able to find a solution to each sector or countries requirements.”
He continues: “Within this people are fundamental to our success in fleet. The team in each country is supported by Audi Middle East with training and development tools to ensure the teams remain customer centric and responsive to the customer needs. Activity is also key here and as a brand we have a number of initiatives to focus and support this so that in turn we build new relationships, increase brand and product awareness and provide suitable solutions for our customers.”
THE OPPORTUNITY OF/EXPO 2021 DUBAI
“Whilst the postponement of EXPO 2020 Dubai is disappointing, the decision is very much the right one in light of the COVID-19 crisis and Audi Middle East support the decision.
“The Expo is an exciting prospect for all concerned and will be a fantastic spectacle to highlight and welcome people from all over the world to appreciate Dubai and the wider UAE.
“With so many people, companies and governments involved in the Expo, there are also a number of exciting opportunities for automotive manufacturers as well as a great opportunity to highlight new technologies, innovation and sustainability and future mobility.
“Audi are already working with a number of companies, organisations and governmental departments to assist them in delivering a great experience to visitors. Further afield there will be an increased demand for rental cars by RAC companies as well as hotel shuttle cars.
“We are already working on some exciting projects for this and it will be great to see Audi supporting companies as they deliver their contributions to EXPO 2021 Dubai. More on this to follow in due course.”
Opportunities are taken where possible to bring customers together to highlight new products whilst using the opportunity to gain insight from them on the issues they face and discuss solutions, he adds.
“For example, we held a very successful launch event for the Audi A6 in Abu Dhabi late last year, a very important fleet car for many customers in all countries in the Middle East. Going forward the concept of such launches and events will change to reflect the outcome from COVID-19, however, we will have some exciting and innovative ideas to do this.”
The A6 launch marked a significant milestone for the company’s fleet offering
REGULATED RESTART
Audi is gradually restarting production in Europe as various nations on the continent begin to ease their lockdown measures.
INTELLIGENT FACTORIES
The German car-maker started a programme at the end of the last decade to introduce modular assembly with more robots being used on the production line.
although, arguably, it was the 2018 global launch of the Audi e-tron – also held in Abu Dhabi – that marked a start of a new and greener era for a brand keen to move on from the so-called ‘Dieselgate’ scandal that rocked parent company Volkswagen over five years ago.
“With its combination of electric drive and sophisticated design, the e-tron creates a new sense of mobility and will be making its way to the Middle East, with some regions already anticipating their first cars as we speak,” explains Rabjohn. “The future is ‘electric’ and Audi is staying consistently true to this strategy by presenting a number of models in the coming years to join the e-tron.
17%
Yearon-Year increase in fleet and corporate sales in 2019
“We are looking forward to the first deliveries of this car in 2020. With the rapidly growing EV infrastructure that we are seeing in the UAE and other markets, the adoption of EV’s will follow suit as any range anxiety is replaced with a desire to drive the latest and cleanest cars. Technology is evolving at a rapid rate. Electric mobility is the first true evidence in many countries of one of the many ways the automotive segment is adapting to being greener.”
Rabjohn adds that Audi can help fleets meet tighter regulation, client expectations, and be safer and greener.
“Every company and individual has a responsibility to respect our environment
and the impact we have on it. Changes in regulations and the adaption and delivery of new technology is also important and we have working relationships with key governmental departments to ensure we adhere to and deliver upon any regulatory changes.
“Communication is also key regarding changes in regulations and through our network of dealers plus our own Press and PR team we ensure that customers and the wider populations are kept up to date on the impacts and solutions.”
The industry veteran has set about quickly gettting up to speed with the regional market; identifying key differences with his previous stomping ground in Europe.
“The fleet and corporate market is influenced largely by government departments and tenders as well as the RAC market. This lends itself to great opportunities with SMEs and major corporate customers,” he says. “The importance of the oil price, geo-political issues, tourism and the current COVID-19 crisis have a major impact on the market, and we have to be mindful and empathetic in the impact of these factors.”
Despite these differences, Rabjohn feels many of the basics are the same wherever you are.
“The key to the fleet and corporate segment in any market is relationships and relationship management. The diverse cultures here make this even more exciting and interesting and look forward to developing these with our dealers in each country. The principles of fleet management are fairly consistent with total cost of ownership, governmental regulation. The company car is also a great staff retention and motivator for employees.
“However, as the whole automotive market sector evolves in the coming months and years with new ways of funding and the diverse fleets of the future we look forward to working with customers in collaboration on these and bringing to the fore the best advice and solutions.”
ENGAGING THE MARKET
Having also worked in the dealer channel, Rabjohn says the priority is to collaborate closely with fleets of all sizes in the region.
INCREASING AWARENESS
Rabjohn says the company has launched a number of initiatives to build new relationships, increase brand and product awareness.
THE CURRENT AUDI MODEL RANGE IN THE MIDDLE EAST
“The Audi range is complimented with the Audi Sport models of RSQ3 Sportback, RS4 Avant, RS5, RS6 Avant, and RS7. A number of these exciting models will be available in the latter part of 2020,” says Rabjohn.
Sedan
A3
A4
A5 Coupe and Sportback
A6
A7
A8
SUV
Q3 and Q3 Sportback
Q5
Q7
Q8
EV SUV
E-tron
