In conversation with BVRLA CEO Toby Poston

Summary

Marking six months into his tenure as CEO, the session, sponsored by Bynx, provided a comprehensive reflection on Poston’s leadership journey so far, the evolving regulatory and economic landscape, and the future trajectory of the vehicle rental and leasing sector.

A confident start in the driver’s seat

Having officially taken over the helm of the BVRLA on January 1st, 2025, Poston described his transition from Director of Corporate Affairs to CEO as “smooth,” helped by a three-month lead-in following his appointment in October 2024. Far from being daunted, he embraced the challenges of steering the association through a fast-moving industry landscape. Poston characterises his leadership as “supportive”; not the most dramatic descriptor, he admits, but one that reflects his commitment to empowering the BVRLA’s 35-strong team with clarity, momentum and autonomy.

When asked how his team might describe him, Poston offered “energetic, creative, and a good listener,” underscoring his belief that individuals who are trusted and given space tend to thrive.

His early leadership has impressed both within and outside the organisation, confirming his longstanding credibility in the industry.

His strategic priorities have been clear from the start:

1. Delivering decarbonisation across all member segments particularly vans and trucks.

2. Responding to mounting regulatory scrutiny including the redrawing of consumer credit law and vehicle subscription frameworks.

3. Future-proofing the association ensuring it has the internal tools, skills and relationships to remain agile.

Notably, he sees no major missteps in his first six months, focusing instead on a careful balance between change and continuity.

Regulation, lobbying, and the macro-economic landscape

The webcast took place against the backdrop of recent high-profile announcements, including the Chancellor’s Mansion House speech. Poston offered a candid perspective on the government’s approach to the Zero Emission Vehicle (ZEV) mandate and the growing EV market. He expressed concern over the potentially destabilising effect of policy uncertainty, particularly on the used EV market, and called for a more holistic view of the entire EV ecosystem, including public charging infrastructure and residual values.

While the retail-facing measures announced were welcome in tone, Poston said he remains cautious, seeking clarity on how these changes will be tracked and their longer-term market implications.

On lobbying, Poston addressed common misconceptions: “It’s not a dark art,” he said. Instead, it’s about aligning priorities with government, demonstrating credibility, and influencing through trust and evidence. He praised the BVRLA’s policy team as “small but perfectly formed” and essential to the association’s impact.

Tech, AI and the future of mobility

As the industry transitions from internal combustion engine (ICE) vehicles to electric and additionally, increasingly digital operations, the BVRLA is evolving in parallel. Poston acknowledged the growing role of AI and data in members’ operations, from customer onboarding to fleet management. Internally, the BVRLA has developed its own AI training course, initially for staff but now shared with members.

He also flagged the blurring lines between retail and fleet operations, which presents both opportunities and risks. The BVRLA’s response, he said, will involve clear communication, member engagement, and cross-sector collaboration.

On emerging Chinese EV brands, Poston welcomed the innovation and increased competition they bring to the UK market. While questions remain around sustainability and supply chains, most BVRLA members view their presence positively, according to Poston, especially given the drive to reduce costs and increase availability of EVs.

Regulatory pressure and Supreme Court watch

Regulation was a recurring theme throughout the session. Poston emphasised the need for stability and continuity, warning against frequent policy U-turns which disrupt investment and undermine confidence, particularly with the shifting EV deadlines from 2030 to 2035 and back again.

The elephant in the room, however, was the impending Supreme Court ruling on commission disclosure, which could have significant repercussions for the automotive finance industry. Poston acknowledged the gravity of the situation, pledging rapid legal analysis and guidance for BVRLA members within 24–48 hours of the ruling. The BVRLA is also planning industry-wide discussions and stands ready to engage with any forthcoming FCA redress consultation processes.

In terms of net zero, the association remains committed to the UK’s 2050 goal but recognises the current pushback from some companies overwhelmed by ESG expectations. The recent government tone suggests a potential relaxation in regulation, but Poston urged continued diligence, particularly in areas like CO₂ reporting and supply chain sustainability.

Looking ahead: autonomous vehicles and sector purpose

On the subject of autonomous vehicles, Poston brought a healthy dose of realism. Despite years spent on the Automotive Council’s working group, he remains sceptical of mainstream adoption any time soon. “The closer I got to it, the further away it seemed,” he quipped. While use cases will emerge, such as airport shuttles or campus mobility, full autonomy on UK roads appears distant for Poston.

Wrapping up, Poston was asked what he hopes the BVRLA will be known for under his leadership. His response was succinct but profound: “To be an indispensable source and champion for our members.” This, he stressed, means having a deep, intrinsic sense of purpose, something that permeates all aspects of the organisation’s work.

Conclusion

Toby Poston’s first six months as CEO have been marked by clarity, composure and a proactive approach to leadership in a volatile environment. Under his guidance, the BVRLA is navigating a complex mix of technological disruption, policy reform and economic turbulence with pragmatism and purpose.

As the landscape continues to evolve, one thing is certain: the BVRLA under the leadership of Toby Poston is not just reacting to change, it is helping to shape it.

Note: At the time of the webinar, the finer details of the EV subsidy arrangements were not known. It was suggested that David Betteley and Toby Poston could produce a podcast outlining the industry’s reaction once we have all the information to hand.

Watch the webcast in full here.