Reflex Vehicle Hire is planning for growth, including an expanded EV fleet, on the back of a senior management team reshape.

Aaron Cawrey, head of fleet at Reflex

Effectively immediately, the flexible vehicle hire provider has promoted vehicle purchasing manager Aaron Cawrey to head of fleet.

Former head of fleet Martin Tyers moves to the newly created role of operations director, while Daman Sandhu, previously head of strategy and planning, becomes strategy director.

During his time as vehicle purchasing manager, Cawrey is credited with having spearheaded the creation of a sophisticated fleet purchasing function, including leading negotiations with manufacturers, overseeing relationships with dealers, working with parts suppliers, and consulting with the company’s four asset finance suppliers.

As the new head of fleet, he will work alongside sales director Lisa Spong to support the complex individual needs of customers.

This will include providing guidance on switching to electric vehicles, including vans, ahead of the Government’s 2030 ICE ban.

Reflex will also draw on its new EV:IE (Electric Vehicle Information Exchange) service to further support fleets. This solution analyses complex customer data and delivers simple recommendations for electric cars and vans that can replace current vehicles, all with a simple mouse click.

Cawrey explained: “For some van fleet operators, the transition to plug-in technology is now a single fleet replacement cycle away. We are collaborating closely with customers to help them with flexible strategies that can kick-start or accelerate electrification, without tying them into long-term contracts.

“The next few years will be critical to ensuring that companies are fully prepared as plug-in vehicles represent a growing proportion of their fleet.”

Meanwhile, operations director Martin Tyers will oversee work on the structure of the Reflex fleet, including oversight of remarketing and greater use of artificial intelligence to enhance processes and service delivery.

And strategy director Daman Sandhu will focus on identifying and executing growth opportunities for Reflex while sustaining robust financial plans put into place.

Daman Sandhu, strategy director at Reflex

The changes come as Reflex embarks on a new era of growth as a family-owned business after a £16.5m buy-out of minority shareholders during 2021. The business, which has a fleet of around 6,000 cars and vans, is now 92% family-owned and controlled by the Waring family, working alongside two individual shareholders.

Oliver Waring, chair of Reflex Vehicle Hire, said: “These changes provide the foundations for an exciting period of growth for Reflex as we support our fleet customers to maximise the value they deliver to their respective businesses.

“I am proud of the hard work, dedication and commitment shown by employees throughout Reflex Vehicle Hire and these appointments will ensure that our customers continue to benefit from the highest service levels and fleet expertise in the industry.”