Businesses allowing employees to use company vehicles may want to keep a closer eye on their driving behaviour, as research from Webfleet shows failure to do so can significantly impact the bottom line.
According to our ‘Driving Business’ research, the majority of Aussies (51 per cent) say they are deterred from doing business with a company whose employees drive recklessly on the road. So, while having a company logo on your vehicle might seem like a cost-effective way to promote the brand, as the saying goes, ‘not all publicity is good publicity’.
What are the worst driving behaviours?
The research delved into some of the most common poor driving behaviours in Australia. Coming out on top as Aussies’ biggest pet peeve was the use of mobile phones when driving. Almost three quarters (73 per cent) agreed those who talk and drive represent the biggest irritation. Rounding off the top three annoyances were drivers who switch lanes without indicating (65 per cent) and those that jump queues in traffic (54 per cent).
Why does this matter?
Drivers are a powerful reflection of the company’s brand. These figures are a warning sign for businesses who don’t have full visibility over their drivers and fleets. During the COVID-19 pandemic, nationwide lockdowns saw a rocketing demand for delivery services which will likely last for some time. As people continue to avoid public transport for health concerns, road traffic is also slowly climbing back to pre-COVID levels.
As a result, Australia is experiencing a time of high fleet use and increased road risk. Now that businesses also have a tighter connection with their customers, the cost of reckless driving can snowball into massive financial and reputational damage – which is the last thing they want for the brand.
What should businesses also care about?
The findings revealed that, rightly or wrongly, certain vehicle classifications and makes carry more of a stigma than others. A third of Aussies (32 per cent) believe sports cars are the worst potential drivers. Similarly, in terms of car make, BMW and Mercedes Benz drivers are dubbed the worst drivers on the road, as voted by almost a fifth (17 per cent) of Australians. Furthermore, of those who associate a vehicle’s colour with bad road habits, a whopping 38 per cent agree red cars are the ultimate red flag.
What can we learn from this?
Now that the bar for ethical driving is at an all-time high, businesses should be leveraging all the necessary means to ensure they go above and beyond new standards.
A key method is digitising their fleet by adopting telematics and smart technology. This way, they are able to effectively control costs, track fuel usage, monitor driver behaviours and perform comprehensive ‘health checks’ for their fleet.
Businesses are also encouraged to learn about the public’s perception on vehicle characters, which they can use to better align fleet management with customers’ preference. If done well, this could turn out as a powerful supplementary element used to support ethical driving, helping businesses take their reputation a step further.
Australian driver profiles: the best & worst
Who are the best drivers?
Those aged between 41 and 60, who drive a blue small car or sedan from Honda or Suzuki.
Who are the worst drivers?
Those aged between 17 and 25, who drive a red sports car or motorcycle from BMW or Mercedes Benz.