Fleet EV Adoption 2022 White Paper

Brief

The Brief.

AX is an accident aftercare specialist offering a wide variety of services to alleviate the pressures of vehicle incident management on UK businesses.

Traditionally, AX dealt with non-fault claims, but November 2021 saw this expand with the launch of AX Motor Assist, its 360-degree vehicle incident management solution.

To support this launch, AX organised a paid campaign with Fleet News to promote the new service to UK businesses. This campaign would hinge on an extensive, research-led white paper.

The Response.

Identifying electrification as the fleet industry’s next frontier, we suspected that there are/were significant obstacles in the way of progress.

By conducting a survey of 151 UK business fleet managers, drawing on internal AX data, and thorough desktop research, we investigated how far along the industry was with EV uptake and how well it was adapting.

The white paper revealed a third of UK businesses were yet to begin electrification, and that there was a significant disparity between the expected effects of the transition and the realised effects.

The Results.

As well as the white paper that went out to the Fleet News readership database, we also worked the key learnings into a press release that we distributed to key trade and industry media targets.

Results were impressive with over 130 new-business leads generated, with 37 determined gold standard (high chance of conversion).

Additional coverage following general press release, included: Motor Trader, Fleet World, and Business Motoring.