Whichever way you cut it, buying a car is an emotive issue. In cold, hard business terms these mobile metal boxes can be described as tools, aides to getting a job done in the same way as a computer or a fax machine.
However, few get stirred by the latest PC, yet everyone from the cleaner to your accountant will have an opinion about your new motor. It’s an image thing. Nothing says more about your personality, your lifestyle and more importantly, the success of your business, than your car.
A company car has to do more than just get you or your staff from client A to client B – it has to impress. That means buying the right model and spec, and for the greatest impact you need the latest cars from the top marques and you need to choose a trim level with class and style rather than overtly flash glitz. Being fit for its purpose is also vital, especially for fleet vehicles, which demand impeccable reliability, decent service intervals, comfort and value for money.
On top of all that, it’s a perk that can be equally important in retaining or gaining key staff members. If you want to attract the best candidates, the right package is key – and cars often work better than cash and prove cost effective. Studies have shown that staff are motivated more by tangible bonuses than a straight-forward pay rise and company cars have always been viewed as the biggest prize of all. They are seen by employees as a personal appreciation of their worth and are arguably the most aspirational device you can offer your staff.
It all goes some way to explaining the resurgence of the company car, which after a period of decline (thanks to tighter tax implications), is now on the up. And of course, there’s you. Why not enjoy the fruit of your labours and reward yourself with a little luxury? Cars are an important part of your business and, for most, one of the most enjoyable purchases you can make for it.
But what to choose? With the expense involved, it has to be right. Buying a car for yourself or your fleet is complicated by the wide choice of metal available. The motor industry never stands still either; buying a model that is about to be updated won’t do your ahead-of-the-game image any favours. As always in business, homework is a must. It’s easy to get misty-eyed and allow your heart to rule your head. It’s common sense stuff, but when cars are involved reason often goes out the window. To avoid the pitfalls we’ve shortlisted the best from each class for you and your staff.
BUYING FOR THE FLEET
The short-sighted approach to buying a fleet of cars is to simply track down the best deal regardless of brand or spec, but even at this level it pays to provide something your staff will enjoy and take pride in. Our research showed nearly half of all the business managers who took part in our survey have BMWs in their fleet, while 39.8% have another slick Germanic image-builder, Mercedes-Benz. However, these premium brands come at a price and if you’re looking at the lower end of the scale you’ll be buying the entry-level models with lower rent trim and wheezy power plants. You can be a lot smarter than that.
HONDA ACCORD
Our first smart choice is a Honda. It’s strong motorsport history and recent success in Formula 1 with Jenson Button indicate that it has banished its blue-rinse image for good. Engine technology is among the best and build quality and reliability has never been in doubt (the 90,000 mile warranty is testament to that).
In our survey Honda barely registered in the fleet section, but this is beginning to change and at the heart of the resurgence is the Accord, a very impressive all-rounder that has the flair to take it a level above the Mondeo and Vectra crowd. It wins our ‘budget’ category. Prices start at £16,600 for the well-specified 2.0-litre and a comprehensive range is topped by the 2.4 Executive model at £22,600. The diesel CTDi is an exceptional performer and the estates are absolutely huge inside.
FORD FOCUS
Second up is the Ford Focus. While the Mondeo may be a little bland and long in tooth, the all new Focus has added sparkle to the range. Despite not looking as dynamic as other class rivals, it’s a real drivers’ car with superb handling and a strong performing engine. Like its predecessor, it is one of those spirited cars that become more enjoyable as the miles pile on. The interior is roomy and comfortable and well screwed together and other than the conservative exterior it’s hard to find faults. The range is huge, although our advice is to avoid the 80bhp 1.4-litre examples and look for the 1.6 and 2.0- litre petrol motors. The oil burners are available in similar engine sizes and again they’re strong, economical performers.
RENAULT SCENIC
Finally in this category, if your fleet drivers need space for transporting bulky goods or have young families, a compact Multi Person Vehicle (MPV) makes a sensible solution and the recently restyled Renault Scenic is one of the best. It looks sharp, with smart styling and it is incredibly versatile. Renault invented the MPV with the original Espace and has remained at the head of the pack ever since. Inside everything has been intelligently thought out and there’s adult-sized leg-room in the rear. There are four main trim levels and engines starting with a feeble 1.4 petrol, which struggles fully laden but also includes a usefully torquey 1.9dCI and a rapid 2.0-litre turbo.
BMW 3-SERIES
In the mid-range, there’s no getting away from the fact that German cars dominate and it is no surprise to see their combined might dominating the fleet survey. BMWs are long-term favourites and the new 3-Series looks set to continue that trend. The adverts tell us the Bavarians produce ‘the ultimate driving machine’ but buyers latch on to the image rather than the reality. After a number of wildly designed new ranges, BMW has wisely toned down the extravagance with its bread and butter best seller. The 3-Series is beautifully designed and built from high-grade materials and the drive is all smoothness rather than hard-edged sportiness. It’s an easy choice if you want to impress.
VW GOLF
The surprise winner in the mid-range category is the Golf Gti. While it represents accessibility (‘the people’s car’) rather than superiority, the Gti offers something for everyone. After a couple of previous ropey incarnations of Volkswagen’s Golf Gti, this new one has exceptional driving dynamics, with sharp turn-in, good steering and plenty of grip. It manages this without compromising on refinement, comfort, safety or quality, while the packaging is simply superb. A sub-£20,000 price tag keeps it below the cost of the others too. Your staff will love you for it.
AUDI A4
The main alternative to the BMW 3-Series is the Audi A4 and in recent years Audi has become far more attractive to keen drivers as both handling and steering feel have improved. The brand also has an atmosphere of superior technology and a pervading sense of quality. However, while the 3-Series is all new, the A4’s recent update was little more than a facelift, so it will be the Audi which dates sooner. However, Audi’s reputation for trim quality is preserved in the new A4, and it still undercuts the BMW 3-Series and Mercedes C-Class when it comes to overall price. All the new engines are easier on company car tax than the ones they replace, and they are quicker.
MERCEDES C-CLASS
The Mercedes C-Class suffers at the hands of the BMW 3-Series, because it has also been around for a while now and in comparison it’s cramped inside. However, the image is of nailed-on German thoroughness and durability and it has a peerless reputation as a car for those who have made it, and this untouchable status explains why residuals always remain strong.
MERCEDES SLK
If you wish your staff to aim high and consequently choose to reward them with an aspirational choice, the new and very clever Mercedes SLK fits the bill. Where its forerunner was a little vapid and mainly driven by the daughters of rich daddys, the new version is cool, desirable and very involving from behind the wheel. The partypiece retracting metal roof allows open-air motoring without the noisy drawbacks of a soft top and it comes with a slick, well-finished interior. There are three models to choose from: the comparably reasonable 200 Kompressor (£27,470), the V6 powered SLK 350 (£34,270) and finally if you’re feeling very generous, the amazing 5.4-litre SLK 55AMG (£49,570).
NISSAN 350Z
Nissan is perhaps associated with competent, well-built, dependable but cautiously designed cars usually bought as the motoring equivalent of a white-good. However, it has a darker side, having produced cult cars such as the Skyline, a true street-fighter for the PlayStation generation. Well now there’s another and it’s equally thrilling. The 350Z is a sensationally involving rear wheel drive sports coupé that is endowed with balanced handling, a gorgeous, growling V6 engine and ice cool styling that makes the Audi TT look like yesterday’s machine. It costs between £24,500 and £27,000.
LAND ROVER DISCOVERY
If it’s carrying space that your employees need, it’s hard to go wrong with the new Land Rover Discovery. While the aforementioned Nissan is a two-seater, the Discovery’s chunky styling builds on the Range Rover’s image and some brilliant new engines put the third incarnation of the Disco at the head of the 4x4 pack for the first time. Packed with gadgets and as rugged as ever, it now exudes class and the four-corner independent air suspension provides a composed ride, while the huge interior space can be specified with either a large boot or seven seats. The Discovery has only recently gone on sale and interest is huge, marking it out as the car of the moment.
IN THE DRIVER’S SEAT
With the fleet category sorted and all the incentives your staff could wish for the focus switches to you. It’s important to have something that reflects the strength of the business and something that will mark you out as successful and switched on. All our choices then are from the luxury sector and all have powerful brand strengths that will mark you out as a real contender.
JAGUAR S-TYPE
A sophisticated saloon that in our survey comes out second best to those continental big hitters, but really there’s no reason why it should. The Jaguar S-Type has benefited from a recent refresh and the range has been radically improved. It can match anybody in terms of refinement and to that it adds a gentleman’s club ambience and a superb choice of engines. Prices begin at £25,000 and climb to double that for the super-charged 4.2- litre V8, but most of the range falls into the low to midthirties bracket, including the excellent 2.7 V6 twin-turbo diesel. Our choice and a class act indeed.
BMW 6 SERIES
The first of our selection is for those seeking a sporty look and drive – the BMW 6-Series. The bold GT road presence certainly makes the 6 stand out from the crowd. It’s sleek, efficient and striking and it’s combined with a rewarding drive. There are only two engine choices available, the 630 and the 645, and if you really want to blow your clients away you should choose the convertible. Although the 6-Series wins praise for handsome looks, the Chris Bangle-styled 5-Series and 7-Series are more controversial and mean there will be some clients left distinctly unimpressed.
MERCEDES E-CLASS
This isn’t a problem, however, for the Mercedes E-Class. The E-Class makes for an appealing, non-alienating alternative, particularly in estate form where it’s absolutely vast. The interior is equally well-designed and full of top quality materials. In short, it’s a very nice place to be. The price range is massive, spreading from a very reasonable £26,240 and rising all the way to a whopping £63,760. The E270 and the very economical E320CDI are strong favourites in the top of the range executive field.
VOLVO XC90
If you prefer something from the 4x4 group then the Volvo XC90 (£30,735 to £45,635) is hard to beat and it’s no surprise they are still in very high demand two and a half years after launch. It’s officially classified as an off-roader, but its true abilities lie in a brilliantly executed executive interior, rather than mud-plugging. It’s arguably the best car Volvo has ever produced and although the Swedish company now belongs to Ford it’s obvious it has remained true to the brand values that Volvo was built on. The XC90 feels robust, like it would last a lifetime but without being dull. It also has a large load space with further seats folded into the floor, so it can quickly be converted into a seven-seater if required.
