Affinity: The Sales Channel OEMs Can’t Afford to Ignore

As consumer habits shift and traditional sales channels feel the squeeze, manufacturers are rethinking how they reach new customers. One opportunity that’s often underused - but packed with potential - is Affinity.

At VPS, we see Affinity not as a “nice-to-have,” but as a valuable, scalable sales channel. With the right approach, Affinity schemes can drive up to 10% additional sales every year - without taking anything away from retail performance. That’s why we’re heading to Company Car in Action to speak with OEMs about why the time is now for Affinity.

So, What Exactly Is Affinity — And Why Now?

Affinity schemes give manufacturers a smart way to pass on exclusive vehicle savings to employees of selected corporate partners, public sector organisations, and membership groups.

Compared with salary sacrifice and company cars, Affinity schemes are more flexible and not constrained by CO2 thresholds or BIK concerns.  This means far more vehicle choice for customers and enhanced sales opportunities for dealers.

While some OEMs have started exploring Affinity, many others are unsure of what’s needed to do it properly. That’s where VPS comes in.

Why OEMs Are Getting on Board

VPS are already running successful UK Affinity schemes for OEMs such as MG, Kia, Hyundai and Genesis - helping them turn this emerging channel into a key driver of growth.  Here’s why more brands should be getting involved:

Incremental Sales, More Eyes on Brand

Affinity brings in new buyers - often first-time customers who may have been considering alternative brands. And with a strict authorisation process, we make sure only the right customers can gain access to the scheme.

Fast, Simple Set-Up

We can get an Affinity platform live in just a few weeks. Our fully managed and integrated solution means OEMs don’t need to build extra systems or teams to make it happen.

Data-Driven and Secure

From day one, our dashboards and performance tools offer full visibility and reporting - with GDPR compliance and real-time insights baked in.

Branded Experience

Everything from dynamic configurators to quoting tools are fully customised to your brand, offering a seamless customer journey from start to finish.

More Than Software — A Fully Managed Solution

Affinity isn’t just about an offer - it’s an entire sales channel that needs active management and support. That’s why we handle everything from pricing, onboarding and eligibility checks to rapid response support and scheme marketing.

Join Us at Company Car in Action

We’re inviting OEM fleet contacts to meet with us at Company Car in Action. It’s a chance to see how Affinity can become a real lever for growth - and how quickly we can get you there.

Our team will be on hand for short consultations throughout the event to walk you through the approach, share success stories, and show how a custom scheme can be up and running in no time.

Don’t Miss the Opportunity

If you're looking to unlock new car sales in today’s market, Affinity shouldn’t be an afterthought - it should be a key part of your roadmap.

Learn more: https://vpslimited.co.uk