Dubbed Genius Plan, the product has been launched in response to calls from the firm's fleet customers for a product to deal with fluctuating or seasonal staff requirements, probationary staff and grey fleet drivers.

Media director Alina Jenkins said: “Fleet managers told us they needed more control and flexibility because of the changing demands of irregular, infrequent and occasional car use. Daily car hire was too expensive, orthodox car leases too rigid.”

“The answer was to combine the best of both products; the lower cost of leasing and the control and flexibility of leasing.”

The product offers one, three, six or 12-month terms with no deposit required. Servicing and maintenance are included as is 24-hour emergency breakdown and recovery and car tax but not fuel or insurance. Vehicle ranges cover compact minis to executive coupes.

Benefits include being able to end the agreement mid-term, without cost or obligation as well as the ability to amend monthly mileage allowances as required and to change the term of the deal or the car being supplied.