A major commercial vehicle manufacturer needed to understand how fleet operators in the United Kingdom were approaching vehicle procurement and total cost of ownership decisions before finalising the commercial strategy for a new product line.

What we did

We recruited fleet operators and transport managers across the UK with current responsibility for commercial vehicle procurement and fleet management decisions, covering a range of fleet sizes and operating sectors. Each participant was screened to confirm active purchasing authority and direct operational engagement with the vehicles and cost structures the research required.

What it enabled

The commercial team was able to test product assumptions, pricing structures, and specification priorities with the fleet decision-makers its proposition needed to address, providing a direct read on what would drive purchase decisions and where the competitive landscape was shifting. The findings shaped the product positioning and the commercial approach ahead of the launch.