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LeasePlan steps up brand building initiatives

16-March-2004
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LeasePlan steps up brand building initiatives

LeasePLan Corporation, the global fleet management solution provider, has stepped up its brand building initiatives to cash in on the high-growth potential Indian market.

A wholly-owned subsidiary of ABN AMRO Lease Holdings, LeasePlan India is reworking on a global campaign, with an all-new logo. “Our global advertising and marketing efforts began in 1999 with our corporate branding initiative, which was based on materials sourced from across the world. However, this didn’t give the impression of a global campaign, which prompted us to explore global corporate branding initiatives, beginning with a change in logo,” said Guido, Senior Vice President, Business Development Department, LeasePlan India.

On the trail of a global marketing initiative, the group has formed a marketing counsel with eight marketing directors from different countries. “The positioning is: integration,” Guido added, when talking to exchange4media.com.

LeasePlan India launched its fleet management system in 1999 and has established itself firmly in the corporate segment with clients from both Indian and multinational companies. Leaseplan’s clients include Carrier Aircon, Arthur Andersen, ABB, Oracle, Lucent Technologies, Whirlpool, Pricewaterhouse Coopers, Philips, Siemens, Alstom Power.

Headquartered in Gurgaon, LeasePlan’s Indian wing operates across the country through its outfits based in Chennai, Bangalore, Mumbai and Kolkata. The group currently manages 3,500 vehicles to serve over 200 Indian and multinational corporates. Dwelling on the business possibilities in India, Guido said: “We are very optimistic about our growth in India.”

With 1.25 million vehicles and a consolidated lease portfolio of EUR 9.6 billion, the global giant provides a wide range of fleet management solutions, and also manages purchase, maintenance, repair, insurance, fuel management, replacement vehicles, claim handling, registration renewal and vehicle disposal on top of funding for car.

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