SWOT
SWOT_FW_Jan22.qxp 14/02/2022 10:52 Page 1
Simon Harris > SH Head of valuations, UK Vehicle Data
Mark Jowsey > MJ Head of TCO AutoTrader
Martin Ward > MW Manufacturer relationship specialist
Jon Wheeler > JW Head of vehicle valuation services, CDL Vehicle Information Services
Strengths, weaknesses, opportunities and threats of four rivals are analysed by the Fleet World quartet of industry experts AUDI A4 • BMW 3 SERIES • MERCEDES-BENZ C-CLASS • VOLVO S60
six years into its cycle. RVs are out of sync with German rivals. MJ Conservative styling, lower MPG and higher CO2 than rivals. That means higher fuel costs and increased BiK. MW Used to be the one to have, but it has lost its way a bit. RVs are not as good as they once were. JW Bland looks, expensive running costs and challenging residual values leave the A4 trailing behind competitors. Audi A4 40 2.0 TFSI S Line
STRENGTHS SH Familiar and well equipped, the A4 gives drivers plenty for the money, including more performance than the 320i. MJ Spacious interior with quality fittings, digital instrumentation and large central screen. Comfortable compliant ride. MW Some great exterior lines,
with clever body pressings. The A4 looks great from every angle. JW Spacious cabin, great infotainment and a comfortable ride make the A4 a great choice for those who cover high miles.
WEAKNESSES SH Feels as old as the hills almost
WEAKNESSES SH It does nothing badly, but perhaps a few might be keen on something outside the three German premium brands. MJ Pedals slightly offset. Limited colour palette. MW Always at peril of ‘overkill’ with so many 3 Series sold new, being so popular has lost a bit of status. JW Interior design falls short of some competitors and the steering can feel woolly, lacking feedback and feel.
BMW 320 2.0i M Sport
STRENGTHS SH Despite the popularity of the 330e among fleets, the 320i will prove an appealing used car prospect at the end of a lease. MJ Current sector leader. A dynamic drive with aerodynamic styling and a spacious comfortable wide cabin.
22 fleetworld.co.uk
OPPORTUNITIES SH Tough for a model so late in its life cycle, but run-out strategy ahead of a new version could make it more palatable. MJ A4 enjoyed good success in previous generations but seems to have slipped off people’s shortlists. MW An attractive and competitive price, with its great styling,
MW As the ‘default’ car in this sector for many years, it’s always been good. But every new model is an improvement on the previous one. JW The obvious fleet choice due to its highly competitive list price, strong residual value and low running costs.
OPPORTUNITIES SH As a mature model in its segment, there is little in the way of ‘opportunity’, apart from people looking for a ‘safe’ choice. MJ A larger and a viable ‘downsizing’ option for executive sector drivers, plus the 320i here is very competitively priced.
will get more customers into showrooms. JW A true contender and not a car to be overlooked, just needs work to improve residual values and running costs.
THREATS SH As it's such a competitive sector, the choice of models could see it passed over, ahead of the launch of its replacement. MJ Previously the sector leader for interior quality, the competition has caught up, removing a key strength. MW Audi A4 used to win lots of awards, but not anymore. It’s now competing with some brilliant SUVs from within Audi. JW The A4 has been on the back foot for several years now, the premium market is flooded with quality, memorable opposition.
MW 3 Series is keeping up with technology and will attract even more customers to drive one. JW Get the stock to the UK and the sales will follow. Introduce a fully electric version to market as soon as possible.
THREATS SH Mercedes-Benz has the newest car in this sector – which is highly polished – and there’s a new Audi A4 on the horizon. MJ 320i sales will decline for emissions/tax reasons but should be substituted with 330e PHEV sales as availability improves. MW Could suffer from becoming too popular, detracting from its long history of being something very special. JW Heavily discounted competitors and the frantic dawn of fully electric alternatives threaten the 3 Series’ dominance.
