CBR and Athlon ‘nudge’ Belgians towards greener mobility

Industry: Automotive
Customer story

Philippe Fouyn, DLL (left) and Laurence Surkijn, CBR (right)

When CBR, Belgium’s leading manufacturer of concrete, wanted to launch a car lease program, they looked for a partner that could offer a forward-thinking mobility vision. Their collaboration with DLL daughter Athlon has resulted in one of Belgium’s most proactive and socially conscious mobility leasing solutions.

Flexibility first
“Traditionally car lease programs are only available to certain levels of employees,” says Philippe Fouyn, account manager at Athlon. “It was important to CBR that everyone in the company had access to a company car. As their mobility solutions partner, it was our job to make that possible.” 

We wanted to be more creative and environmentally conscious than other companies. Even when it comes to car leasing, we want to lead the market. "
Customer story

CBR’s fleet includes over 400 lease cars in Belgium. Over half of these are ‘regular’ leases as part of the employee’s salary package. The rest are linked to a so-called “Cafeteria Plan,” a mobility plan that gives all employees access to cars by deducting the costs directly from their salary.

Flexibility for all employees is the foundation of CBR’s lease program. Unlike most companies, which offer only a few brands and models, CBR encourages its employees to choose from an impressively large catalogue of cars in every price class. Leases include all usage costs, such as fuel, insurance and maintenance. From this basis, Surkijn and CBR pursued more creative leasing solutions that would make it a mobility trendsetter.

In May 2015, CBR unveiled <br>its first charging station <br> for E-lease vehicles.

Mobility trendsetter
“We wanted to be more creative and environmentally conscious than other companies,” says Surkijn. “Even when it comes to car leasing, we want to lead the market.”

In 2012, CBR was the first Belgian company to introduce Athlon’s FlexDrive program. It gives employees the option to choose a more economical car so they have money left over for extras, such as weekend rentals and holiday upgrades. Two years later, in 2014, they added Athlon’s Bikelease and Railease to their plan.  

“The key idea is to give people a choice and to promote small cars with access to bigger cars and bikes or a combination of the two,” adds Athlon’s Fouyn. “It is a subtle ecological nudge. Employees can easily upgrade to convertibles and larger cars when they need them, and CBR benefits from the fact that smaller cars are taxed less and use less fuel.”

The eco nudge
“Our employees love the idea and the options,” says Surkijn, “but when faced with a choice between a BMW 2 Serie Active Tourer and a smaller car with a bike, emotion takes over. Our challenge with Athlon is to change that mindset through education and incentives.”

In May, CBR unveiled its first charging stations for E-lease vehicles.  It is an investment in the future. “It was important for me to include hybrids not only for general leases, but also in the Cafeteria Plan,” says Surkijn.

It is a subtle ecological nudge. Employees can easily upgrade to convertibles and larger cars when they need them, and CBR benefits from the fact that smaller cars are taxed less and use less fuel. "