While technically a startup, Fuel Capital Group has an insider advantage. It’s co-founded by former Chrome Capital President and CEO Peter Wasmer, and the leasing company has turned to other former Chrome Capital employees to help it enter the market.
“The challenge really for us at this point is how do we get to the market,” Wasmer told Powersports Finance. “Brittany Stratton and Jonathan Broben have just joined our team on the sales side. They were great team members of Chrome Capital, and we’ve been able to maintain good contact and relationships outside of Chrome since the company went away.”
Brittany Stratton and Jonathan Broben were both former sales employees at Chrome Capital. Following the collapse of Chrome Capital — where Stratton served a business development manager responsible for expanding the Ohio and Indiana territories and driving in new business — she worked as the field sales representative for Speed Leasing.
Rebuilding former relationships doesn’t only extend to employees. Fuel Capital soft launched in August and has been working on reestablishing relationships to Chrome Capital’s 750 dealerships.
“This is a relationship business,” Wasmer said. “There are always potential challenges with re-engaging simply because certain processes have changed at their dealership. Our job is to show how our system can help them. It’s also our job to support them from a marketing perspective.”
Fuel Capital exclusively creates leasing packages for Harley-Davidsons with a model year of up to 10 years old. The leasing company offers an entirely digital transaction, with a low or no down payments, and lower monthly payments than the original Chrome Capital program.
The company works with over 30 dealerships in 11 states and plans to be in 26 states between 120 and 150 dealers by the end of the year.
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