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Sales Records: Where There is Light, There is also Shadow

Holman Marketing
October 10, 2022

A person looking at fleet telematics

Are we the only ones noticing this, or does it feel like every quarter another leasing company is reporting record profits? Profit has increased by over 50 percent, although the size of the fleet has only grown in the low single-digit range. Or profit increased by almost 90 percent, although the company sold about 20 percent fewer cars. “Fees at the end of the contract” sometimes increase by several hundred percent. The average margin on the sale of the vehicles is often over 3,000 euros. These profits, however, unlike risks, are not shared with the customers. Great news for leasing companies all around.

Truth be told, we should be happy about these reports, since we’re also in the leasing business. But for us, there is a stale aftertaste, because there is not only a sunny, but also a dark side to this news. Prices keep rising, deliveries of new models are a crapshoot, subsidies are running out, and leasing conditions are being tightened to the detriment of customers, despite the exceptional situation. The result: Lessors have never had it so good, and customers rarely so bad. One man’s pain is another man’s pleasure.

Once upon a time, the customer was king. Now customers have been demoted to beggars and supplicants. Is that fair? Is this what passes for a partnership? Is it intended for the long term? Decide for yourself. We think there is an imbalance that needs to be corrected by behaving like partners and offering flexible contracts. Only when both sides are successful can an industry grow sustainably.

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