Interview Q&A: Tony Birtwistle – National Fleet Sales Manager, Rygor Group

15/10/2025

In this exclusive interview, Tony Birtwistle shares his journey through the Mercedes-Benz network, the evolving dynamics of the UK commercial fleet sector, and how Rygor Group is driving innovation and customer-focused solutions in a rapidly changing landscape.

Q: Tony, could you tell us about your professional journey and how it led you to your current role at Rygor Group?

A: My entire career has been with Mercedes-Benz. I started as a parts trainee and moved into sales with the launch of the Mercedes-Benz Sprinter van. That led to truck sales across a retail territory and eventually into key accounts, working with larger fleet customers. I later joined a Mercedes-Benz dealer, where I continued managing key accounts and fleet operations. Over the years, I’ve built strong relationships. My move to Rygor was a promotion to oversee national fleet sales, and I’m excited about the opportunity to support larger operators while continuing to serve long-standing customers.

Q: What does a typical day look like for you as National Fleet Sales Manager?

A: It’s wonderfully diverse, which is what I enjoy most. Some days are structured with meetings, customer reviews, and strategy sessions. Other days are more reactive; if a customer needs to discuss vehicles, I’m always happy to assist. I usually start with emails and follow-ups, and depending on my schedule, I’m often out on the road visiting various locations across the UK.

Q: What are the most significant trends currently influencing the UK commercial fleet sector?

A: Digitalisation is reshaping the industry, with a strong focus on fuel efficiency and minimising downtime through telematics. Customers are increasingly seeking long-term partnerships that offer guidance on future trends and legislation. Trust and stability are more important than ever.

Q: How is Rygor Group responding to changing customer demands, particularly around electrification and sustainability?

A: We take a consultative approach, helping customers identify future-proof vehicles with lower total cost of ownership. Our diverse product range can be tailored for lease or purchase, and we keep customers informed about upcoming developments. Demo units and detailed Fleetboard reports provide confidence in our offerings, ensuring transparency and performance.

Q: How does Rygor tailor its fleet solutions for different customer segments, from SMEs to large-scale operators?

A: Our experienced sales team brings deep knowledge and flexibility to the table. We understand the unique needs of each customer and craft bespoke solutions that align with their operational goals.

Q: In your opinion, what sets Rygor’s fleet sales and service apart?

A: We’re proud to be a strong service provider for Mercedes-Benz commercial vehicles in the UK. Our bespoke funding arm also ensures a seamless buying experience for our customers, and our consultative approach means no hard sales tactics, just tailored packages and vehicles that meet every customer’s specific requirements.

Q: What innovations or partnerships are helping to future-proof your fleet offering?

A: Key innovations include advanced vehicle telematics, low-emission diesel engines, and fully electric variants designed for long service life and low running costs. These are available with flexible finance and service contracts. Mercedes-Benz vehicles offer top-tier safety features, cutting-edge software, and reduced environmental impact through recycled and renewable parts.

Q: What are some of the biggest challenges in fleet procurement and lifecycle management today?

A: Rising costs, market uncertainty, and frequent legislative changes are major hurdles. Many operators are also holding onto vehicles longer, which adds complexity to lifecycle planning, but all of this demonstrates why it is so important to work with the right vehicle providers and aftersales team, to ensure it is a partnership which supports your business.

Q: How do you see data, telematics, and technology shaping the future of commercial fleet management?

A: Technology is transforming fleet management. Real-time tracking, performance analytics, and compliance tools are now standard. Fleetboard, in particular, is a vital asset, providing actionable insights that help reduce emissions, improve fuel efficiency, and enhance overall fleet performance.

Rygor Group, which includes Rygor Auto, Rygor Plant, Rygor Service Solutions and Rygor Land Systems, has just been announced as an official Great Place to Work for the fourth year running.