Founded in 1997 as a mobility division of the BMW Group, and expanded by acquiring ING Car Lease in 2011, Alphabet has grown into an international fleet management and leasing provider. The company is currently the Number Three in the European market, managing a portfolio of more than 700,000 lease cars and light commercial vehicles of all makes.
Located in 14 countries across Europe, Alphabet today designs business mobility solutions that go beyond mere fleet management and the provision of commercial vehicles – the company is pioneering advanced mobility solutions that give employees numerous choices and provide companies with complete cost control, while helping them to achieve their sustainability goals.
Mobility made easy
In Belgium alone, Alphabet today manages more than 55,000 vehicles, enough to place it in the top three of the sector. “Although part of BMW, we are also a multi-make company, created in response to the increasing need to develop additional services around car-making in line with the changing world of mobility,” says Erik Swerts, Managing Director of Alphabet Belgium.
He explains that a fundamental aspect of Alphabet’s contribution to the BMW Group is its direct access, and its understanding of the mobility needs of the fleet customers and its end users. “This enables us to create and offer tailor-made mobility solutions that suits different customer needs.”
Another important differentiator is the focus on providing the smoothest possible experience. “We don’t make anything, the thing that we do offer is a great experience. Car leasing has become a commodity and on paper, any offer may look more or less the same. The difference, and the absolute key for success, is our capability to provide a customer experience based on comfort and ease. Indeed, our slogan ‘Your mobility made easy’ says it all.”
The company’s agility in promptly reflecting new developments in its offering is another differentiator. “We aim for long-term partnerships and continuity. We research the latest mobility trends and, together with our customers, develop products that perfectly meet their specific needs, minimizing complexity and maximizing flexibility. In the era of mobility transitioning, this is a much appreciated value.”
Guidance through transition
As one of the leading European mobility and leasing service providers, sustainability is an essential element of Alphabet’s mission to make its customers’ transition to ‘green’ mobility easy and convenient.
It needs to be said that Belgium enjoys a unique position in Europe with regard to electric vehicles, a position heavily supported by the country’s government. Erik Swerts points out that of all new cars ordered in the first quarter of 2024, 80% were full electric (BEV). This brings both opportunities and challenges.
“Guiding our customers towards a highly qualitative EV mobility policy is one of the greatest challenges of today, but this is something that is increasingly demanded in Belgium, a relatively small market with about 550,000 new cars every year. Their environmental impact, combined with the increasing awareness of climate change, especially amongst the younger generation, has made our government take a pioneering stance compared to our neighbours. This means that we are also the first country to be confronted with the drawbacks of e-mobility.”
“At this point in time, electrification for many companies means heavily increased mobility costs. We are guiding our customers to approaching alternative EV mobility, highlighting the total cost of ownership against the traditionally considered lease rate; striving to optimise our clients’ mobility leads to time and cost savings.”
“As a result of the complex environment, the significance of consulting is increasing. Companies now require unique mobility policies; standardization has become more of an issue and that is new terrain for many of our customers. This is where we try to create that added value, to guide our customers through all those topics that go along with the transition.”
Better mobility, simpler life
Speaking about market developments, he reflects that the future of fleets will be determined by digital solutions that not only help customers reduce CO₂ emissions but also make their lives easier and more comfortable.
While investment in digitisation and automation is a must, the human touch must not be forgotten, he affirms, and Alphabet seems to have managed to make the best of both worlds. “Digital tools and human intervention must work hand in hand. Today, most of our customers want to search their options online first, and then welcome a personal, individualized communication with an expert to guide them through the decision-making process.”
“Interestingly, with increased digitisation the significance of human contact has also increased. Those moments with the customer are rare and hence more precious than before. We need to seize that opportunity and make the most of it, to the benefit of both the customer and our business. This comes down again to providing the best possible experience for the client, something that Alphabet has been doing very well for years, as testified by our global market recognition.”
In concluding, Erik Swerts affirms that the company is investing not only in technology but also in ESG, which stands very high on Alphabet’s priority list. “We have created a dedicated pan-European ESG community where every country and every business unit within the Group is actively bundling the resources to make a positive contribution, in line with the company mission to make a real tangible difference by moving clients towards more responsible mobility and a simpler life.”
Within this mission, Alphabet’s key objective remains the same – keeping customers mobile at all times and offering reliability and flexibility. With a significant increase in its own rental fleet, contract extensions, individual solutions, excellent advisory services and, above all, transparent communication, Alphabet is set to continue to keep its customers moving, easily and efficiently, while managing the challenges of today’s rapidly evolving mobility market.
