Earlier this year, Norwich-based Archant appointed fleet management specialist CLM to manage its 550-strong national car fleet, to generate cost savings in the areas of vehicle acquisition and servicing and to help reduce the fleet's carbon footprint through environmental initiatives.

One of CLM's recommendations on being appointed was to switch the job need fleet to diesel with the intention of driving down the current CO2 emission levels from the current average of 146g/km to around 118g/km.

However, Archant wanted to implement an incentive plan for its drivers to see if this was a way of driving down emissions still further.

Traditionally the majority of the company's 550 fleet cars have been Vauxhall Astras, which are being replaced with the latest eco-FLEX Astra, but for those that feel they can go that little bit further in the "green" stakes, there is also the option of a Corsa.

While the "old" diesel Astra emitted 119g of carbon per km, the new one emits 109g/km of carbon dioxide – but the Corsa ecoFLEX is greener still, emitting just 98g/km of CO2.

An Archant driver who selects a smaller vehicle is also entitled to a £40 a month incentive, equivalent to the Benefit-in-Kind tax bill for having the equivalent company car.

The financial incentive is not just available for people who pick the Corsa but also for those who are entitled to a higher grade of car. Staff will be offered the greener option once their present car reaches the end of its four-year life with Archant.

The firm says that take-up of environmentally friendly "green" cars is now ahead of target, with 30% of staff opting for lower carbon emitters; more than three times the number that was previously projected.

Greg Parton, Archant's head of procurement and sustainability, said: 'In a report for the board, I originally budgeted on a 10% take-up for this project but it's actually about 30% – and that's great.

'While Archant is not saving any money by introducing it, we are doing our bit for the environment,' he added.