2015 Evaluation and 2016 Expectations
How was the year 2015 in fleet leasing? How was the market in terms of profit, competition, and business volume?
In 2015, the Turkish operational leasing industry has added approximately 123 thousand new vehicles to the fleet, representing 17 percent of the new and unused cars in our country. Number of vehicles in the industry's fleet has reached to 277 thousand 225 in 2015, with a 17% growth compared to the year end of 2014. The Turkish operational leasing industry has made a vehicle investment of approximately 8,5 billion TL, and its asset size has exceeded 18 billion TL in 2015. During the last five years, the operational leasing market has grown by 19 percent in average, well over the Turkish economy. This is a clear indicator that the recognition level of operational leasing service has increased.
2015 has been a year where we, as DRD, have achieved all our quantity and financial targets, have realized continuous and sustainable improvements in our business processes, and have grown soundly and permanently on strong bases. Although we do not think it is a correct method to assess the performance in our industry through quantities of vehicles, I can tell that we maintain our position as the biggest 100% domestic capital company of operational leasing industry in Turkey with a fleet size of 27.419 vehicles. While our service network expanded further, number of our customers has exceeded 5.000 and the number of service points throughout the country has exceeded 1.300. According to the evaluations made by Capital and Fortune, we also maintained our position among the top 500 companies of Turkey. We have received "digital pioneer of the industry" award for our investments to technology with the assessments made by the international Accenture company, as well as by the well-established universities in Turkey. In addition to our operational leasing services which we are an expert of, we also completed our corporate structuring in annual individual leasing services, and started to offer vehicle leasing services to the individuals for 2 and 3 years as the leader of the industry in this field. We have exceeded our investment target, and bought 13.050 new vehicles with an investment of 940 million TL.
In addition to this, for second hand vehicle sales which are around 10.000 units annually in line with the size of our fleet, we have converted our 20.000 m2 area in Zeytinburnu with indoor and outdoor locations into a sales center for second hand vehicles, which are serviced and have appraiser report.
What DRD did in 2015:
What are your expectations related to 2016? How is the year 2016 for the industry?
• 55.000 periodical servicing procedures
• 26.000 damages transactions
• 233.000 answered calls
• 135.000 tyre replacements
• 17.000 customer visits
As DRD, we believe that the future of leasing industry is in individual annual leasing. As is known, individual annual leasing eliminates several financial and operational burden. There are 7,5 million passenger cars owned by individuals in Turkey, and 5 million of them are vehicles under the age of 10. We anticipate that annual leasing options for the individuals will lead to the development of a brand new market in Turkey within a few years.
If available in the inventory, we are leasing the vehicle they want for 2 or 3 years to the individuals only within 30 minutes. We currently lease annual vehicles to 150 individual customers every month. Items such as insurance, car insurance, servicing, repair, tyres, second hand value loss etc. to be incurred throughout the usage period, as well as the initial investment cost while buying a vehicle are eliminated with individual annual leasing. Through the operational leasing services, we are aiming to double our size within three years with the volume to be provided by individual annual leasing. We believe the psychological limit of 1 million units in the automotive industry will be surpassed very soon with the acceleration to be provided with individual annual leasing.
On the other hand, it's being estimated that the number of vehicles still owned by the companies throughout Turkey is around 2-2,5 million units. Operational leasing companies addresses just a share as small as 10% in such a market. With this perspective, we can think that our industry still has a growth potential of ten times more. Adding individual annual leases, which are increasingly growing and creating an additional market, to this volume, we can tell that we have several reasons to look at the future with hope.
We anticipate that the growth trend around 15% will continue when the people will tend towards leasing rather than buying with the desire to keep their cash as a result of the economical developments we are experiencing in 2016. In the Turkish market where the number of companies procuring their company vehicles through buying is still high, number of companies preferring operational leasing will increase day by day. We also think that the vehicle fleets of the companies, which procure their company vehicles through operational leasing, will grow.
How is the year 2016 for your company? What kind of targets, plans and investments do you have for this year?
Our flagship for the next five years will be corporate fleet leasing once again. In addition to this, considering the developed markets, we see that individuals increasingly prefer annual vehicle leasing more rather than buying a vehicle. Today, vehicles are becoming distant from being an investment tool. Considering that average 500-600 thousand cars are being bought annually in Turkey during the recent years, size of the potential is obvious. We are structuring our future strategies in line with this vision. 15.000 vehicles we will buy just in 2016 are bigger than the total vehicle pool of several companies in the leasing industry, and this reveals our assertion in this field.
Our primary strategy is to directly contact with the customers in the market, and to continuously and sustainably grow our sales and service network to be closer to them more than ever. In addition to the quantity growth and prevalence in our service network, we are improving our organization for meeting the expectations of companies at all scale, sole proprietorships, and individuals on annual vehicle leasing. Alongside our product and service packages meeting all the needs of our customers, we will bring our strong know-how in operational leasing to the individual annual leasing services this year. We are planning to have 23 points of sales in 2016 in order to be closer to our customers both in corporate and individual market, to analyze their expectations and needs on-site, and to offer them high quality services quickly.
We received Digital Pioneer of Turkey Award within the scope of Accenture Digitalization Index with our innovative marketing applications and technology investments. With our technology based marketing applications such as our user oriented website, Filomatik service, DRDrive mobile application, we are the only company awarded in the operational leasing industry within this scope. I would like to separately mention about our online reporting module Filomatik and our mobile road assistance application DRDrive offering a great convenience to our customers as a brand continuously investing to technology with the aim of offering a service quality beyond the expectations of the customers.
We are making a difference in the industry with our online reporting module Filomatik allowing our customers to access to any data related to their fleets at any time and at any place. DRDrive mobile application offering road assistance services to the drivers with a single click is another important innovation we provided to the industry. Offered for free of charge to the users of smartphones with iOS and Android operating system, DRDrive provides support with a single click by detecting the location of the vehicle through GPS in case of any situation requiring emergency action such as a breakdown or accident. This system also allows requests such as periodical servicing or tyre replacement.
Our targets for the year 2016 in figures
• Individual sales: 1.500
• Corporate sales: 12.500
• Targeted vehicle pool: 32.000 (Corporate + Individual)
• Vehicle investment quantity: 14.000
• Vehicle investment amount: 1,1 billion TL
• Asset size: 2,2 billion TL