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Keep the maturity and develop the mobility

The Turkish fleet market has considerably grown in maturity in 2015 and is extremely promising compared to other European markets! Those are the essential conclusions resulting from an extended fleet market research at Global Fleet.

Estimations for the end of the year indicate a total increase between 14% - 16%. The fleet market grew by 12% in the first 9 months and the global growth for this year is 10%. From the third quarter of 2014 and the third quarter of this year the increase represented 19,8%. All leasing companies remark these positive results in their fleets too. Garanti Filo had the highest growth rate since its foundation in 2007, 27.8%. LeasePlan Turkey saw its managed fleet grow by 23% by the end of the third quarter of 2015. TEB Arval estimates its fleet growth in Turkey at 17% in 2015. Even if this growth of the first half of 2015 is notable, following the point of view of mobility and car-sharing companies during the second half of the year stability will prevail because of the controversy around the general political elections over the last months. The 2015 numbers will probably correspond to the total growth of 2014. Which is not bad, considering the average growth rate of the total fleet market was 17% - 18% per year for the last ten years.

An integrated employee and fleet mobility strategy is what the fleet managers in Turkey need to benefit from opportunities. Now is the right time to launch and develop a less-ownership and a more car-shared fleet mobility, because the fleet market and car sales keep increasing. Environmental concerns, additional restrictive green taxes and most importantly huge congested cities, like Istanbul, are only going to multiply next years. The Turkish fleet market is mature, but fleet mobility is not. Here are a few thoughts to consider to get a mature "fleet mobility" market.

Expand networks of cooperation between leasing companies, OEMs, fleet managers and public transport services is a fundamental level which needs to be reached to build a strong mobility plan and implement it as soon as possible. For this many measures from all actors of fleet and transport in cities must be taken. For most, if not all of them, all is a matter of mentality change !

First, from the government's side more public transport offer(s) and appropriate infrastructure has to be settled inside and outside city centres. This will also persuade faster reluctant companies to better think about all that mobility opportunities propose like time-saving, cost-reduction through less fuel and taxes spend, easier employee mobility when needed and a better environmental image to attract new customers.

Second, a less ownership orientation for fleet managers and for employees. Indeed, employees have to welcome mobility alternatives like car-sharing and re-think about the real benefits of a company car per employee. In big EU cities, car-sharing alternatives, often including green cars like electric vehicles or hybrids, are multiplying every day and produce profits. Most trips outside the office concern short-distances and limited time, like home to work and vice versa. For those trips a car doesn't have to be necessarily owned but can be shared, as long as a planning is established to dispatch correctly the cars per employees. Let's not forget that polls show that once a car-sharing service is proposed in a company employees approve it rapidly and the "a car just for me" mentality shades away fast.

Fleet mobility managers must put in place a mobility strategy where ownership is not the unique solution. For this fleet managers should ask for more flexible agreements for cars they use when the need them.

This leads to the third important change consisting of amplifying the idea that what will work is short-term rental and not short-term mobility solutions. Leasing companies should develop their future offers not based on cost, but rather on flexibility and customer needs. Flexible short-term rental and per-use agreements are an example. Short-term mobility solutions might present more benefits, but they never last in time.

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