Managing Mixed Vehicle Fleets: Challenges and Solutions for Smaller Businesses
Fleet management is becoming increasingly complex for smaller businesses, which now must juggle petrol, diesel, hybrid, and electric vehicles within the same operations. The challenge extends beyond simply deciding what type of vehicle to add next; it involves efficiently managing what’s already on the road while keeping an eye on future trends in mobility and technology.
Janine Albrecht Webb, General Manager of Mobility & Convenience UK at Shell, brings over 20 years of experience spanning digital transformation, payments, marketing, commercial road transport, and mobility. Her unique blend of legal and commercial expertise equips her with the skills to navigate the evolving fleet management landscape effectively.
“My legal background taught me the importance of understanding risk, listening carefully to different perspectives, and making decisions based on evidence rather than assumptions. As I moved into commercial leadership, I learned that good leadership isn’t just about making the right decision, it’s about bringing people with you and balancing short-term priorities with long-term value. The combination of legal and commercial experience has helped me approach challenges with both discipline and pragmatism,” Albrecht Webb explains.
She notes that the role of mobility has shifted from a purely operational focus to a strategic one. “Historically, businesses often focused on keeping vehicles on the road and controlling fuel costs. Today they’re balancing efficiency, cost management, digitalisation, driver experience and, increasingly, sustainability considerations. Technology has also transformed expectations, with customers wanting more visibility, more flexibility and easier ways to manage increasingly complex fleets.”
Why Mixed Fleets Need Simpler Fleet Management
Albrecht Webb’s work on digital customer solutions has aimed to improve functionality while maintaining security and controls. Later, her commercial road transport role involved guiding customers through choices during the energy transition.
“Things have simply become more complex and more connected over the last 20 years,” she says.
For small and medium-sized enterprises (SMEs), this complexity coincides with everyday business pressures. There is no assumption that operators can simply switch to a single technology or vehicle type overnight.
“For many SMEs, the reality is that they are managing a mix of vehicle technologies while still dealing with day-to-day commercial pressures. Cost control remains a key challenge, alongside administrative complexity, cash-flow management, and understanding which mobility solutions are right for their business. Many smaller operators need practical solutions that work today while giving them flexibility for the future.”
This intersection of fleet management and business administration is precisely what Shell’s Fleet App aims to address. Designed for businesses managing up to 30 vehicles, the app helps control fuel and electric vehicle (EV) charging costs, provides access to digital invoices, and enables driver spending controls—all in one platform.
“The reason simplification matters is that business owners often don’t have dedicated fleet teams. They need straightforward tools that reduce administration, improve visibility and help them focus on running their business rather than managing paperwork. The vehicles themselves are important, but the ability to manage them efficiently is increasingly critical as fleets become more diverse.”
Digital Tools Can Make Fleet Costs Visible
The shift toward digital fleet management has transformed what smaller businesses can expect in terms of data availability and functionality. Albrecht Webb observes that five years ago, many fleet processes were heavily manual, but today, real-time information, digital payments, automated reporting, and mobile-first tools are becoming standard.
“Technology is helping owners gain better oversight of spending and vehicle activity while reducing administrative effort. For SMEs in particular, digital tools can provide capabilities that were once only available to larger organisations.”
She points out how consumers’ everyday digital experiences have raised expectations for business tools as well. “Effortless digital experiences have shaped the way we all think, feel and act as individuals: ordering items from Amazon, dinner via Deliveroo, streaming films through Netflix, ordering an Uber, checking one’s balance in Monzo, etc mean that those simple interactions have become both the norm and expectation for everything that we now do as B2C or B2B customers. Platforms and digital products must work easily and seamlessly, always.”
“When businesses can see spending patterns, manage expenses digitally and access clear reporting, they can make more informed decisions and reduce time spent on administration. Visibility is important because you can’t improve what you can’t measure. Better data helps businesses identify opportunities to improve efficiency and manage costs more effectively.”
The Energy Transition Does Not Have One Route
It is tempting to view fleet transport’s future as a single, uniform destination—often electric vehicles. However, Albrecht Webb advocates for a more nuanced perspective, especially for smaller companies.
“I think the transition will be different for every business,” she says.
“Smaller companies will adopt solutions at a pace that makes sense for their operations, customers and financial circumstances. Many will take a gradual approach, looking at a mix of technologies and focusing on practical steps that improve efficiency while maintaining business continuity. The key is making the transition manageable, rather than expecting every business to move at the same speed. The speed of change and composition of fleets will vary from business to business in the coming years; there is no one size fits all model or solution.”
This underscores the critical role of customer experience in fleet management technology. If new tools add complexity rather than reducing it, they fail to deliver value.
“It’s absolutely critical. Most business owners aren’t looking for complexity; they’re looking for solutions that are simple, reliable and easy to adopt. Technology should reduce friction, not create it. If mobility solutions are intuitive and fit naturally into existing workflows, businesses are much more likely to embrace them and realise the benefits.”
“One important lesson is the value of data and visibility. Larger fleets often make decisions based on clear operational information, and smaller businesses can benefit from the same mindset. Another lesson is establishing clear controls around spending and vehicle use. It doesn’t need to be complicated, but having the right information and processes in place can make a meaningful difference.”
Fleet Management Needs Flexibility
The broader mobility ecosystem is also evolving, with convenience and integration taking center stage. Albrecht Webb highlights that customers increasingly expect seamless journeys that encompass not only vehicle fuel or charging but also their own wellbeing and digital experiences.
“I think customers will increasingly value convenience and integration. Mobility is no longer just about accessing fuel or charging. People want seamless journeys, looking after themselves as much as the vehicles that they drive, digital experiences and access to a range of services through connected platforms and networks. The organisations that can bring those elements together effectively will be well positioned to meet evolving customer needs.”
For SME owners, the advice remains grounded and practical. There is no perfect prediction or one-size-fits-all solution. Instead, Albrecht Webb emphasizes the importance of visibility, digital tools, and adaptability.
“First, improve visibility by understanding your fleet costs and operational data. Second, embrace digital tools that can reduce administration and help you manage vehicles more efficiently. Third, stay informed and keep your options open, because the mobility landscape continues to evolve and every business will have a different pathway. The goal is not to predict the future perfectly, but to build the flexibility to adapt.”
By focusing on these principles, smaller businesses can better navigate the complexities of managing mixed fleets, balancing operational needs with emerging technologies and sustainability goals.
Source: Here
