Rental is becoming a more strategic fleet tool, says Zenith’s Vicky Clarke

Rental is playing an increasingly important role in helping fleets manage cost, maintain operational flexibility and respond to changing vehicle requirements, according to Vicky Clarke, Head of Rental at Zenith Vehicles.

In the first part of our interview, she explains why rental is becoming more strategically valuable to fleet operators, how Zenith is helping customers tackle cost pressures and damage recharges, and why flexible access to vehicles can also support the transition to electric.

This is what over two decades in the fleet industry teaches you, and what exciting things come from leading the rental division in a company achieving a 99.8% fulfilment rate while generating more than £1 million in customer savings.

Understanding the value of aligning teams around shared goals

“The fleet industry never stands still. Legislative changes, technological advances, and evolving customer expectations continually create new challenges and opportunities every day.

“Having worked across purchasing, pricing, data analysis, and rental operations, I’ve gained a deep understanding of how interconnected every part of the business is and the value of aligning teams around shared goals.

“Leading the rental division gives me an exciting opportunity to continue putting customers at the heart of everything we do. As their needs evolve, we must adapt with innovative, flexible solutions that deliver real value. I’m also incredibly motivated by the high-performing teams around me, whose passion and commitment help us consistently deliver great outcomes for our customers.”

Offering the flexibility to control spend and scale as required

“Our divisional performance highlights the increasingly strategic role rental plays within modern fleet operations. Today, organisations need providers that are agile, responsive, and cost-efficient, helping them adapt quickly to changing business demands.

“With many businesses facing ongoing cost pressures, rental offers the flexibility to control spend, scale fleets up or down as required, and maintain operational continuity without compromising service or driver experience.  As a rental provider, our role is not only to deliver vehicles when and where they’re needed, but also to remove administrative complexity, making fleet management easier and allowing customers to focus on running their business.”

Addressing the biggest challenges for fleet operators

“With organisations under increasing pressure to control costs while ensuring their drivers and processes remain mobile and productive, the need to balance operational efficiency with tighter financial management is unsurprisingly one of the most consistent themes we’re seeing.

“Another key area of focus for many organisations is vehicle damage recharges, which can often be significant and unpredictable. Managing these costs requires the right expertise, and that’s where Zenith adds real value. Our in-house damage management team reviews and validates every claim on behalf of customers, challenging any invalid charges or unreasonable repair costs.

“By ensuring customers only pay what is fair, we help them maintain greater control over their rental fleet spend. Combined with the flexibility rental provides, this gives organisations the confidence to adapt to changing business needs while keeping costs under control.”

Supporting the transition to electric vehicles

“We’re seeing a growing number of customers looking to transition to BEVs within daily rental, but understandably they want to be confident that this can be done in a cost-effective way. It’s important for rental providers to work with customers to offer detailed analysis of the total cost of operation, which often becomes compelling when you factor in fuel savings, and additional benefits such as reduced benefit-in-kind for long-term hires.

“Education is critical in supporting this transition. There remains a perception among some businesses that operating a BEV will be more complicated than using an ICE vehicle, when in reality that's often not the case. Giving customers access to vehicles through rental, supported by practical guidance and real-world experience, helps break down those misconceptions and build confidence in the technology.

“More broadly, rental allows organisations to respond to emerging challenges with greater flexibility and control. Whether they're evaluating new technologies, managing changing operational requirements, or progressing towards decarbonisation goals, rental provides access to the right vehicles at the right time while removing much of the complexity from the process.”

The growing value of rental lies in its ability to give fleets greater flexibility without adding unnecessary complexity. As businesses balance tighter budgets with electrification, changing operational demands and the need to keep drivers mobile, she believes rental providers have an increasingly important role to play in helping customers test new approaches, control costs and adapt quickly.

Don’t miss part two of this interview to understand why fleet partnerships must combine digital efficiency with human expertise.

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