Steve Clarke sits down with Sue Florence and Mark Checksfield to discuss why Fleetmaxx Solutions has launched its newest HGV fuel card
Inside the launch of the HGV Maxx Diesel Card by Steve Clarke, Marketing Manager, Fleetmaxx Solutions
When a new product launches, customers usually see the finished result. What they rarely see is the thinking, planning and customer feedback that helped shape it.
At Fleetmaxx Solutions, we are proud of the relationships we have built with businesses across the UK over the last two decades. We listen carefully to what our customers tell us and, more importantly, we act on it.
The launch of the HGV Maxx Diesel Fuel Card is a perfect example.
Rather than simply adding another fuel card to our portfolio, we wanted to develop a solution that genuinely addressed the challenges faced by modern HGV operators. From transparent pricing to nationwide coverage, every decision was made with the customer in mind.
To find out more, I sat down with our Director, Sue Florence, and our Head of Operations, Mark Checksfield, to discuss why the HGV Maxx Diesel Fuel Card was created, what makes it different and why they believe it represents a new approach to fuel card pricing.
Sue Florence
Director
Mark Checksfield
Head of Operations
Steve Clarke
Marketing Manager
Inside the launch of the HGV Maxx Diesel Card
Part 1: Where it all began
Steve:
Sue, Fleetmaxx Solutions already offers a wide range of fuel cards. Why launch the HGV Maxx Diesel Fuel Card?
Sue:
“That’s probably the first question people will ask,” Sue laughs.
“The simple answer is because our customers told us there was a gap in the market.”
“Over the last few years we’ve spoken to hundreds of transport operators, from owner-drivers through to national fleets. Time after time we heard the same frustrations. Pricing had become too complicated. Businesses wanted clarity. They wanted to know exactly what they were paying before their drivers arrived at the pump.”
“At Fleetmaxx Solutions, we have always wanted to become our customers’ Trusted Partner. That means listening to what they need rather than telling them what we think they need. The HGV Maxx Diesel Fuel Card is a direct result of those conversations.”
Steve:
So, what makes HGV Maxx different?
Sue:
“For me, it all comes down to transparency.”
“We’ve built this card around a very simple philosophy. If we advertise a weekly diesel price at one of our participating filling stations, that’s the price our customers pay for standard diesel.”
“No hidden extras.
“No complicated pricing formulas.
“No automated systems quietly increasing margins over time.
“Just honest, transparent weekly pricing.”
Sue pauses before adding something that sums up Fleetmaxx Solutions perfectly.
“Business relationships are built on trust. If our customers cannot trust their fuel pricing, how can they trust anything else we do? We wanted to remove that uncertainty completely.”
Steve:
Mark, from an operational point of view, how did those conversations influence the way the card was developed?
Mark:
“Massively,” Mark replies.
“When you work closely with transport operators every day, you soon realise that simplicity saves time.”
“Fleet managers have enough on their plate without spending hours comparing prices across different fuel networks or trying to understand multiple charging structures.”
“The brief from Sue was actually very straightforward.”
“Make it easy.
“Make it transparent.
“Make it something we’d be proud to recommend to our own customers.”
“That became the foundation for every decision we made.”
Steve:
The phrase ‘Trusted Partner’ comes up a lot at Fleetmaxx Solutions. It isn’t just a slogan, is it?
Sue:
“Not at all.”
“Anyone can sell a fuel card.”
“What we’re trying to build is something much bigger than that.”
“We want businesses to think of Fleetmaxx Solutions whenever they’re looking at reducing fleet costs, whether that’s fuel, AdBlue®, EV charging, vehicle tracking or any of the other services we provide.”
“Being a Trusted Partner means giving honest advice, even if that advice isn’t always the quickest sale.”
“If another product genuinely suits a customer’s business better, we’ll tell them.”
“That’s how long-term relationships are built.”
Steve:
One thing that stood out to me when we were developing the website was how much emphasis you’ve placed on pricing.
Was that deliberate?
Sue:
“Absolutely.”
“Fuel pricing should never feel like a mystery.”
“Too many businesses feel they need a spreadsheet just to understand what they’re paying.”
“With HGV Maxx we’ve stripped all of that away.”
“Customers receive fixed weekly diesel pricing across the network, making budgeting much simpler.”
“There are no hidden extras and no unexpected surcharges for standard diesel at our advertised filling stations.”
“When we say transparent pricing, we genuinely mean it.”
Steve:
Mark, pricing is obviously important, but fleets also need a network they can rely on.
How does HGV Maxx deliver that?
Mark:
“Coverage was absolutely critical.”
“There is little point having competitive pricing if drivers cannot easily find somewhere convenient to refuel.”
“That’s why we’ve built a network of more than 1,150 HGV-friendly filling stations covering the length and breadth of the UK.”
“Whether drivers are travelling between ports, distribution centres, industrial estates or motorway services, the HGV Maxx Diesel Fuel Card gives them access to an extensive network of reliable locations.”
“It’s accepted at participating Shell, BP, Esso, Moto, Welcome Break, Applegreen, Gulf, Texaco and Jet sites, giving operators excellent nationwide coverage.”
Steve:
That feels like another example of Fleetmaxx listening to where the industry is heading.
Mark:
“Exactly.”
“Transport operators are under increasing pressure to reduce costs while also preparing for the future.”
“Some businesses are already introducing HVO into their operations, while others are looking at EV charging or alternative fuels.”
“Our role isn’t to tell customers what they should do.”
“It’s to provide solutions that support them wherever they are on that journey.”
“That’s another part of being a Trusted Partner.”
It takes a whole team to create a new fuel card product, the Fleetmaxx development team included:
Amy Bolland
Customer Service Manager
Hayley Slack
Operations Manager
Dawn McGregor
Web Developer
In Part 2, Steve talks to Sue and Mark about AutoMate, truck parking and truck wash, the importance of personal service, why Fleetmaxx refuses to rely on automated pricing systems, and what they would say to businesses considering switching fuel card providers.
Inside the launch of the HGV Maxx Diesel Fuel Card
Part 2: More than a fuel card
In the first part of our conversation, Sue Florence explained why Fleetmaxx Solutions created the HGV Maxx Diesel Fuel Card, while Mark Checksfield discussed how customer feedback shaped its development. In Part 2, we explore why HGV Maxx is about much more than simply buying diesel.
Steve:
One thing that struck me while we were putting the website together was that this is not just another fuel card. There seems to be a lot more built around it.
Mark:
“That’s exactly right.”
“Buying diesel is only one part of running a fleet.”
“Our customers are responsible for vehicles, drivers, compliance, reporting, budgets and keeping operations moving. If we can make any of those jobs easier, we’ve done something worthwhile.”
“That’s why HGV Maxx isn’t simply about getting from A to B. It’s about giving operators the tools they need to manage their fleet more effectively.”
Steve:
One of those tools is AutoMate. It’s something all of our fuel card customers receive, but perhaps not everyone realises how powerful it is.
Mark:
“AutoMate is a real game changer for many businesses.”
“As soon as a customer joins Fleetmaxx Solutions, they receive access to their own secure online account, available 24 hours a day.”
“Whether you’re sitting in the office, working from home or travelling, you can log in whenever it suits you.”
“Need to order another fuel card? No problem.
“Lost a card? Cancel it immediately.
“Want to see what a particular driver has spent this week? It’s all there.”
“You can also analyse fuel purchases by vehicle, driver or cost centre, making it much easier to monitor spending across your fleet.”
Steve:
That must save customers a huge amount of administration.
Mark:
“It really does.”
“Fleet managers shouldn’t be spending hours manually compiling reports.”
“With every invoice, our customers receive a detailed transaction report that can be downloaded into Excel. It includes fuel purchases, cost centre reporting and CO₂ emissions data, making life much easier for finance teams and fleet managers alike.”
“It’s another example of taking something that used to be complicated and making it straightforward.”
Steve:
Sue, is that what Fleetmaxx Solutions is all about? Taking the complexity away?
Sue:
“Absolutely.”
“People often think we’re in the fuel card business.”
“Of course we provide fuel cards, but what we’re really doing is helping businesses reduce the time, cost and hassle involved in running a fleet.”
“If we can save someone money on fuel, simplify their administration and give them one less thing to worry about, then we’ve done our job.”
“That’s the difference between being a supplier and becoming a Trusted Partner.”
Steve:
The HGV Maxx Diesel Fuel Card can also be used for truck parking and truck washing.
Why was that important?
Mark:
“Because it’s the real world.”
“Drivers don’t just buy diesel.”
“They need somewhere safe to park. Vehicles need washing. Fleets have day-to-day operational requirements beyond simply filling the tank.”
“By allowing customers to pay for truck parking and truck washing using the HGV Maxx Diesel Fuel Card at participating locations, we’re making those everyday tasks much easier to manage.”
“Instead of multiple receipts and different payment methods, businesses have one simple solution.”
Steve:
And that ties back into reducing administration.
Mark:
“Exactly.”
“Every hour a fleet manager spends chasing receipts or processing expenses is an hour they’re not spending improving their operation.”
“We always ask ourselves one question when developing new products or services.”
“Will this make life easier for our customers?”
“If the answer is yes, then it’s something worth investing in.”
Steve:
One thing I’ve noticed since joining Fleetmaxx Solutions is how often customers comment on the service they receive.
That seems to be something you’re both incredibly proud of.
Sue:
“Very proud.”
“Technology is fantastic, but it should never replace people.”
“When customers call Fleetmaxx Solutions, they speak to people who know their business.”
“They aren’t passed from department to department or left sitting in a queue wondering if anyone is going to answer.”
“We genuinely care about helping our customers succeed.”
“That personal service has always been one of our biggest strengths and it’s something we’ll never lose.”
Steve:
That probably comes from the culture within Fleetmaxx itself.
Sue:
“I think so.”
“We’ve always believed in treating customers exactly how we’d want to be treated ourselves.”
“We’re honest with people.”
“If something goes wrong, we own it.”
“If we can help, we will.”
“If another solution is genuinely better for a particular business, we’ll say so.”
“We’re interested in building relationships that last for years, not simply winning the next order.”
Steve:
Mark, I know you’ve spent a lot of time working with transport operators.
Has the industry changed much over the last few years?
Mark:
“Without question.”
“Margins have become tighter.”
“Operators are under increasing pressure to control costs while meeting higher customer expectations and ever-changing legislation.”
“Fuel remains one of the biggest costs for most fleets, which is why transparency has never been more important.”
“Businesses need confidence that the prices they’re paying today won’t quietly drift upwards tomorrow.”
“That’s exactly what HGV Maxx has been designed to address.”
Steve:
Which brings us neatly back to pricing.
Fleetmaxx Solutions has made a point of saying there are no hidden extras and no automated systems designed to increase margins over time.
Why was it important to make that statement?
Sue:
“Because that’s the way we believe business should be done.”
“Customers deserve to know exactly where they stand.”
“There shouldn’t be any surprises when the invoice arrives.”
“With HGV Maxx, if we advertise a weekly diesel price for standard diesel at one of our participating filling stations, that’s the price our customers pay.”
“Simple.”
“Transparent.”
“Fair.”
“That’s the standard we’ve set ourselves and it’s one we’re incredibly proud of.”
Steve:
Listening to both of you, one phrase keeps coming up.
Trusted Partner.
It’s obviously much more than a strapline.
Sue:
“It really is.”
“It’s something every member of the Fleetmaxx Solutions team believes in.”
“Whether someone joins us for fuel cards, AdBlue®, vehicle tracking, EV charging or another service, we want them to know they’ve found a company that genuinely cares about helping their business succeed.”
“If we achieve that, everything else takes care of itself.”
In the final part of our interview, Steve asks Sue and Mark what they would say to businesses considering changing fuel card suppliers, why now is the perfect time to review fuel costs and what they hope the HGV Maxx Diesel Fuel Card will become over the coming years.
Inside the launch of the HGV Maxx Diesel Card
Part 3: Looking ahead
In the final part of our conversation, Steve Clarke asks Sue Florence and Mark Checksfield what they would say to businesses considering changing fuel card suppliers and what they hope the HGV Maxx Diesel Card will represent in the years ahead.
HGV MAXX Diesel Fuel cards accepted at:
Steve:
We’ve spoken a lot about transparency, service and the nationwide network, but there will be businesses reading this who already have a fuel card.
What would you say to them?
Sue:
“I’d simply encourage them to ask a few questions.”
“Are you completely confident you’re getting the right value?
“Do you fully understand how your fuel pricing works?
“Are you receiving the level of service your business deserves?
“And perhaps most importantly, do you feel like a valued customer or just another account number?”
“Switching fuel cards doesn’t have to be difficult, and sometimes a simple conversation can identify opportunities to reduce costs and improve the way your fleet operates.”
“That’s why we’re always happy to carry out a free fuel spend review with no obligation whatsoever.”
Steve:
Mark, when a new customer joins Fleetmaxx Solutions, what can they expect?
Mark:
“They can expect people who genuinely want to help.”
“Every business is different.”
“A fleet of five vehicles has different priorities to a national logistics company operating hundreds of HGVs.”
“Rather than trying to make every customer fit the same solution, we take the time to understand how their fleet operates, where they buy fuel, the routes they cover and what they’re trying to achieve.”
“Once we understand that, we can recommend the most suitable fuel card and support them throughout the relationship.”
“That personal approach is something our customers regularly tell us they value.”
Steve:
It sounds like the relationship starts long before the first fuel card arrives.
Mark:
“Exactly.”
“The fuel card is really just the beginning.”
“Our account managers continue working with customers to help them reduce costs, review fuel purchasing, improve reporting and introduce additional services when they genuinely add value.”
“Whether that’s AdBlue®, vehicle tracking, EV charging, insurance or another fleet solution, we’re here to support businesses as they grow.”
Steve:
Sue, Fleetmaxx Solutions has been helping businesses reduce fleet costs for many years.
What excites you most about the launch of HGV Maxx?
Sue:
“For me, it’s what the card represents.”
“It represents everything we’ve always believed Fleetmaxx Solutions should stand for.”
“Honesty.
“Transparency.
“Personal service.
“Long-term relationships.
“Those values haven’t changed since the business was established, and they’re certainly not changing now.”
“The HGV Maxx Diesel Card gives us another opportunity to demonstrate those values every single day.”
Steve:
What do you hope customers will think when they hear the name HGV MAXX?
Sue:
“I hope they immediately think of simplicity.”
“I hope they think of straightforward pricing that they can trust.”
“I hope they think of a company that’s easy to deal with and always willing to help.”
“Above all, I hope they think of Fleetmaxx Solutions as their Trusted Partner.”
“If we’ve achieved that, then we’ve done exactly what we set out to do.”
Steve:
Mark, finally, where do you see HGV Maxx going from here?
Mark:
“This is only the beginning.”
“The transport industry never stands still and neither do we.”
“We’ll continue listening to our customers, investing in technology and improving the services we offer.”
“Whether that’s expanding the network, introducing new features or supporting businesses as alternative fuels become more common, we’ll continue developing solutions that make managing a fleet simpler.”
“That’s been the Fleetmaxx way for over twenty years, and that’s exactly how we’ll continue moving forward.”
Steve:
Thank you both for your time.
Speaking to Sue and Mark, one thing becomes very clear.
The HGV Maxx Diesel Card isn’t simply another fuel card.
It has been built around listening to customers, removing unnecessary complexity and delivering exactly what transport operators have been asking for: honest pricing, excellent nationwide coverage and personal service from a team that genuinely understands the challenges of running a fleet.
Whether you’re an owner-driver, a regional haulier or managing a national transport operation, the HGV Maxx Diesel Fuel Card has been designed to help you reduce fuel costs while making life that little bit easier.
With transparent weekly diesel pricing, no hidden extras, no automatic pricing systems designed to increase margins over time and no surcharges for standard diesel at our advertised filling stations, it’s a fuel card built on trust.
And that’s exactly what Fleetmaxx Solutions is all about.
Discover the HGV Maxx Diesel Card
If you would like to find out how much your business could save, we’d love to hear from you.
Whether you’re reviewing your current fuel card supplier or simply exploring your options, our experienced team is here to help.
Useful links
🚛 Explore the HGV Maxx Diesel Card
📍 Find your nearest HGV Maxx filling station
📄 Download the HGV Maxx Diesel Card Key Facts Guide
📝 Apply online in just a few minutes
📞 Request your free fuel spend review
Our team will compare your current fuel costs and show you exactly how the HGV Maxx Diesel Card could help reduce your fleet operating costs.
At Fleetmaxx Solutions, we don’t just supply fuel cards.
We help businesses keep their fleets moving for less.
That’s why our ambition remains exactly the same today as it has always been…
To become your Trusted Partner.
