RAC - Understanding purchasing decisions

Tailored research involving 500 UK companies running business vehicles.
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Our Approach

  • Challenge To identify the reasons behind a slow uptake in car telematics amongst fleet buyers, despite the proven cost savings and reduced wear and tear to vehicles.
  • Action Tailored research involving 500 UK companies running business vehicles. Collecting and analysing data to understand why resistance to telematics was higher than expected.
  • Insight Privacy issues and potential intrusiveness were among the most cited employee concerns. There was a common sentiment that employees did not fully understand the implications of the telematics technology on them personally.
  • Outcome The messaging around RAC telematics was revised and focused on reassuring drivers that non work-related journeys would remain ‘off the radar’, resulting in greater acceptance of the technology and a corresponding increase in cost savings for the fleet owners.