SWOT

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

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.

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.

WEAKNESSES

SH Feels as old as the hills almost

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. 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.

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,

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.

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.

“Mercedes-Benz has the newest car in this sector – which is highly polished – and there’s a new Audi A4 on the horizon”

Mercedes-Benz C200 1.5 AMG Line MHEV

STRENGTHS

SH The newest model in the class with the newest technology – and a compact engine that fits into a lower AFR category. MJ Stronger styling – particularly AMG models – an updated interior including a large centre console screen. Cabin material quality is generally good. MW Like the 3 Series, it improves with every model. Drivers love that Mercedes-Benz three-pointed star. JW Good-looking car, excellent digital displays alongside a modern dynamic interior. Competitive running costs with high MPG and low CO2.

Volvo S60 2.0 R Design MHEV

STRENGTHS

SH The best-looking saloon in its class – and its 250hp engine offers more power than rivals. MJ Well-equipped with extensive safety equipment standard. Comfortable seating, including the spacious rear. MW The car from this group you drive if you want to be a bit different – high quality throughout. JW A premium alternative to the German brands. High specification as standard, with a strong engine and fantastic interior.

WEAKNESSES

SH Residual values reflect that used car buyers don’t yet see

WEAKNESSES

SH New status hasn’t given it the strongest RV in the sector, perhaps a hangover of how the previous C-Class went to market. MJ Not the most refined of Mercedes’ engines. Rear cabin space is snug. MW Mercedes-Benz went through a stage of poor quality some years ago and many drivers have not returned to the brand. JW Some poor choices of interior materials let down the C-Class and the drive isn’t historically as engaging as the BMW.

OPPORTUNITIES

SH As the newest model in the sector, it should spark curiosity among those who want the latest tech. MJ Baby S-Class looks may attract new buyers. Plus lots of the equipment comes as standard.

the S60 on the same level as the 3 Series and C-Class. MJ S60 only offers a 250PS Petrol, not the 197 available in the V60, so pricing is out of step. Ride can be a little harsh. MW Almost the ‘forgottenone’. On paper it does look a bit expensive and RVs are not the most competitive. JW Possibly not the best choice due to high OTR price and average running costs. Over £40k list price really hurts the S60 from a fleet perspective.

OPPORTUNITIES

SH Many will be tired of the German three and might not have given Volvo a second look yet. MJ An alternative to the usual premium brands, Volvo continues attract new customers. MW It might be the underdog, but will continue to nibble away MW A good-looking saloon and style sells. Many could be attracted to the Mercedes brand by looks alone. JW The newest premium upper medium size saloon on the market, so the C-Class is a must for those looking to stand out.

THREATS

SH As it’s already behind the 320i on residual value, Mercedes-Benz will have to be very disciplined in its volume and sales channels. MJ Seen by many as an older person’s car, although this generation should help dispel that view. MW In the past it has been regarded as an ‘old-man’s-car’. That’s not the case now, but some have long memories. JW The lower OTR price and higher residual value of the BMW 3 Series are hard to overlook.

at its competitors. People like it to be a bit different. JW Fleet buyers looking to break away from the standard German trinity. Needs more market exposure to be acknowledged and considered as a true contender.

THREATS

SH Volvo – being the outsider –also has a number of other rivals vying for attention, including Jaguar, Alfa Romeo and Genesis. MJ Not everyone sees Volvo as truly premium and this will take time. Limited petrol engine choice isn’t ideal. MW Price looks a bit too heavy and, with relatively low RVs, it doesn’t make for a good economic case. JW When comparing this basket of vehicles, it’s hard to justify the extra costs of the S60.

SWOT

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

THE VERDICT

SH 1st MJ 1st MW 1st JW 1st

SH 2nd MJ 2nd MW 2nd JW 2nd

SH 3rd MJ 4th MW 3rd JW 3rd

SH 4th MJ 3rd MW 4th JW 4th BMW 320 2.0i M Sport

OTR: £37,495 P11D: £37,220 Fuel: 44.1mpg CO2: 146g/km RV: £14,625 (39.29%) BiK: 33% SMR: £2,262 Fuel costs: £8,745 Insurance: £4,506 Finance: £5,025 NI: £5,188 VED: £530 Cost per month: £1,359 Standard equipment: DAB, Bluetooth, USB Apple CarPlay/Android Auto Automatic air conditioning Cruise control Sport suspension Thatcham alarm

Options: M Sport Pro package: £2,500 Sun protection glazing: £320 Heated steering wheel: £170 Electric glass sunroof: £950

Mercedes-Benz C200 1.5 AMG Line MHEV

OTR: £40,165 P11D: £39,900 Fuel: 44.1mpg CO2: 146g/km RV: £14,246 (35.70%) BiK: 34% SMR: £2,930 Fuel costs: £8,745 Insurance: £4,989 Finance: £5,386 NI: £5,561 VED: £500 Cost per month: £1,495 Standard equipment: DAB, BT, USB Apple CarPlay/Android Auto Automatic climate control 11.9-inch multimedia screen Active brake assist Blind spot indicator

Options: Metallic paint: £685 Selenite Grey paint: £1,795 Driver assistance pack: £1,695

Audi A4 40 2.0 TFSI S Line

OTR: £38,650 P11D: £38,040 Fuel: 41.5mpg CO2: 155g/km RV: £12,235 (32.16%) BiK: 35% SMR: £3,079 Fuel costs: £9,292 Insurance: £4,653 Finance: £5,135 NI: £5,617 VED: £865 Cost per month: £1,514

Volvo S60 2.0 R Design MHEV

OTR: £40,895 P11D: £40,295 Fuel: 42.1mpg CO2: 152g/km RV: £13,019 (32.31%) BiK: 34% SMR: £2,696 Fuel costs: £9,160 Insurance: £4,989 Finance: £5,440 NI: £5,783 VED: £1,505 Cost per month: £1,581 Standard equipment: DAB, Bluetooth, USB Apple CarPlay/Android Auto Electric boot lid release Privacy glass Cruise control with limiter Front and rear parking sensors Options: Comfort/sound package: £1,395 Driver assistance pack: £1,250 Sport steering wheel: £125 19-inch alloy wheels: £325 Audi 5-year warranty: £995

Standard equipment: DAB, BT, USB Apple CarPlay/Android Auto 9-inch touchscreen Rear parking camera Dual-zone air conditioning Heated front seats

Options: Climate pack: £525 Lounge pack: £2,050 360° parking camera: £600 19-inch alloy wheels: £550