Fleet is one of the more conservative sectors of the motor industry, where long memories and entrenched views can be an obstacle for OEMs seeking to change perceptions. All too often we hear of plans to improve product quality in the future. Hyundai has chosen to demonstrate its design, technical and production capabilities by bringing a new car to Europe that is the embodiment of its objectives – a move that was well received by an audience of senior fleet executives recently.

Speaking at a VIP Fleet event in Hamburg, HME’s European Fleet and Remarketing Director, Adrian Porter, explained the thinking behind the move to bring small numbers of the new Hyundai Genesis to Europe. He said: ‘What we are doing with the new Genesis is showcasing the future of Hyundai.

‘The car will only be brought to Europe in very small numbers, and only with one engine – a 3.8-litre V6 – which doesn’t really make it a fleet model. What’s important is that it demonstrates the quality, craftsmanship and technical capabilities that will go into Hyundai’s new models over the next few years.’

Hyundai plans to sell a few hundred Genesis models in Europe this year. Total sales for the Hyundai brand in Europe will be a little less in 2014, compared to 2013, and Porter points out that the company is taking the opportunity to make a number of qualitative improvements to its business, including fleet, before making a renewed push for growth from the middle of the decade.

‘In 2014, Hyundai will make qualitative enhancements in strategic areas, helping the company grow organically rather than pursuing market share gains at any cost. Our market share will grow as the year progresses on the strength of new model launches towards the end of 2014 and start of 2015. We are using Genesis to demonstrate what our customer can expect from Hyundai in the future.’

Porter joined HME at the beginning of 2014 after a successful career at organisations such as ARI, Ford and Mercedes-Benz. And his appointment to a newly created, senior-level position in the organisation is a further sign of the company’s serious intentions in fleet.

‘HME is serious about the fleet market and my job is to identify the strategic changes necessary to put us in the right position to grow in the future and to move to a higher level of fleet competence overall.

‘We know we can’t deal with every leasing and rental company in every country in Europe. Our strategy is to be selective and to develop a deeper, more serious relationship with a smaller number of really key players.’

And this strategy would appear to be paying dividends as the company finds itself on the receiving end of more and more pan-European or global tenders. Meanwhile, Mr Porter is acutely aware of the need to get the right balance between fleet and retail business, and to ensure that fleet business is coming through well managed channels.

‘We have a new leasing and rental manager in Chan Uk Jun and this is an important sector for us. But it has to be controlled as well in order to protect residual values and make sure the right kind of used stock is available to the dealer network.’

Small numbers of Hyundai Genesis models will find their way to markets across Europe during the course of the year. However, its significance will not be its contribution to this year’s market share, so much as a statement of intent about what is to come in the future. The company can do better… and will.