Business drivers whose companies obtain their Lexus cars on lease will in future be able to participate in the same customer loyalty programmes as retail customers – if the lessor, like Leasedrive Ltd., joins the new Lexus Leasing Charter programme.

Leasedrive Ltd. has become the first company to participate in the Lexus corporate sales scheme. Lexus is offering Leasedrive and other leasing companies benefits in return for access to their customer databases so that it can identify Lexus owners. The fleet driver data would be used by Lexus in the same way that it would approach private customers.

"Fleet drivers currently miss out on some of the ownership experience that differentiates Lexus from other premium brands," said Andy Simpson, Lexus GB's National Corporate & Re-Marketing Manager. "When a manufacturer sells a car to the leasing industry it has no direct connection with the end-user.

"To all intents and purposes these are invisible customers, and it is this missing link that we are addressing with the Lexus Leasing Charter."

Benefits offered to participating leasing companies include:

- Access to the Lexus Electronic Auction to remarket its used cars; - An eight-week maximum delivery promise on all but the SC430 model; - A cancelled order policy, which provides that if an order is cancelled the car can be returned to the Lexus Centre with no cost penalty; - Ability of the lessor to offer customers added value in the form of access to the Lexus customer loyalty programme, RAC Roadside Assist and Lexus Magazine; - Pilot access to any new Lexus programmes; - Access to Lexus aftersales data and dedicated support.

"There are significant advantages here for the leasing company, not least access to the well-proven electronic auction for end-of-contract returns," said Simpson. "Up to 51 Lexus Centres could be bidding for its used stock, which will in itself help to maintain strong residual values.

The charter will be rolled out gradually to the leasing industry, said Mr Simpson, with ING, MNH and ALD (Hertz) already considering participation.