Challenge
Understanding Fleet Buyer Resistance to Car Telematics
Action
Targeted research was conducted involving 500 UK companies operating business vehicles to uncover the reasons behind the sluggish adoption of car telematics. Data collection and analysis were employed to gain insights into the unexpected resistance to telematics.
Insight
Employee concerns regarding privacy issues and perceived intrusiveness emerged as prominent factors contributing to the resistance. There was a prevailing sentiment among employees that the implications of telematics technology on their personal privacy were not adequately understood.
Outcome
Reworking the messaging surrounding RAC telematics to emphasise preserving privacy for non-work-related journeys proved effective. This strategic shift instilled greater confidence in the technology among drivers, leading to increased acceptance and subsequent cost savings for fleet owners.
