Delivering a Business Leasing Market Launch
Rescuing a challenged market launch through commercial repositioning, operational transformation and dealer network development.
The Challenge
A global automotive manufacturer was implementing a strategy to introduce business leasing capabilities across its international captive finance operations.
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In one major European market, an earlier launch attempt had failed, and a second programme was approaching its planned launch date with significant unresolved issues.
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With just two months remaining, the business faced substantial challenges across dealer engagement, commercial positioning, residual value management, product pricing and operational readiness.
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Although programme management resources were in place, the local organisation lacked the specialist leasing expertise and operational capabilities required to bring the proposition successfully to market.
Our Approach
The objective was to provide specialist executive leadership and implementation support, restructuring the programme around four critical workstreams.
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1. Dealer Engagement and Network Development
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The success of the leasing proposition depended on strong dealer participation, yet the network lacked the commercial framework, contractual arrangements and specialist knowledge needed to support business leasing.
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USD Consulting coached and developed the team so they were capable to deliver new dealer agreements, established fleet and service, maintenance and repair (SMR) arrangements, and introduced a comprehensive dealer engagement and capability-building programme.
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2. Market Positioning, RV Management and Lease Pricing
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A detailed assessment of market positioning, competitor pricing and commercial margins was undertaken to establish a viable and competitive product proposition.
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The programme developed the team's capabilities in residual value forecasting, RV governance, lease pricing and profitability management, ensuring that the proposition could be managed sustainably beyond launch.
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3. Go-to-Market Strategy and Implementation
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USD Consulting lead, coached and supported the development of the commercial launch strategy, including product positioning, marketing, dealer sales processes and specialist training.
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Emphasis was placed on building an understanding of business leasing and its relevance to SME customers, ensuring both management and the dealer network could effectively communicate and sell the proposition.
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4. Target Operating Model and Organisation
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The original strategy relied on delivering business leasing through an existing consumer-focused retail finance organisation.
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Recognising the different capabilities required, USD Consulting developed a dedicated Target Operating Model defining organisational responsibilities, specialist skills, operating processes and management requirements.
The Outcome
The business leasing proposition was successfully launched, supported by a comprehensive commercial and operational infrastructure.
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The programme established:
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A competitive leasing proposition with appropriate pricing and RV governance.
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A dealer network equipped with the contractual framework, knowledge and processes to sell and support business leasing.
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A structured go-to-market programme, including marketing, sales processes and training.
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A fit-for-purpose operating model with the organisational capabilities needed to manage and develop the business.
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The engagement demonstrated the value of combining specialist industry expertise with hands-on executive leadership to deliver a complex, time-critical business transformation.